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The Effect of Product Design Activities on Commercial Success Levels of New Industrial Products
Author(s) -
Hise Richard T.,
O'Neal Larry,
McNeal James U.,
Parasuraman A.
Publication year - 1989
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.610043
Subject(s) - new product development , product (mathematics) , product design , key (lock) , business , process (computing) , phase (matter) , industrial design , process management , manufacturing engineering , computer science , marketing , operations management , engineering , mathematics , chemistry , mechanical engineering , organic chemistry , operating system , geometry , computer security
Previous research has investigated the link between product success and key steps in the new products development process. Because the design/development phase of this process uses large proportions of resources, it has been carefully scrutinized. Nevertheless, the impact on new product success levels of an important aspect of this phase—the technically oriented design steps—has not been comprehensively examined and has been neglected in favor of such nontechnical dimensions as the marketing/R&D interface problem. Richard Hise, Larry O'Neal, James McNeal and A. Parasuraman report the results of a study of 195 new industrial products. They conclude that new product developers may jeopardize the success potentials of new industrial products by not performing specific design steps and by instituting an incomplete design/development agenda.