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| Tekijä: | Polk, R. Plank, R. E. Reid, D. A. |
| Otsikko: | Technical risk and new product success. An empirical test in high technology business markets (Neue Produkte; Risikoanalyse) |
| Lehti: | Industrial Marketing Management
1996 : NOV, VOL. 25:6, p. 531-543 |
| Asiasana: | |
| Vapaa asiasana: | TECHNIK, TECHNISCHER FORTSCHRITT |
| Kieli: | eng |
| Tiivistelmä: | Following a methodology similar to the one used in Cooper's NewProd studies, this study examines the impact of technical risk on the ability to predict new product success in high-tech business markets. Cooper's original 48 new product characteristics along with 10 new items measuring technical risk are used in examining 406 actual industrial new product success and failures. The findings show the importance of the addition of technical risk assessment in predicting the potential success or failure of new high technology industrial products. |
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