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What makes a new product a winner: * Success factors at the project level. *
Author(s) -
Cooper R. G.,
Kleinschmidt E. J.
Publication year - 1987
Publication title -
randd management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.253
H-Index - 102
eISSN - 1467-9310
pISSN - 0033-6807
DOI - 10.1111/j.1467-9310.1987.tb00052.x
Subject(s) - sample (material) , success factors , product (mathematics) , marketing , business , new product development , market share , mathematics , business administration , chemistry , geometry , chromatography
Abstract The research seeks to identify different types or dimensions of new product success and the specific determinants of these different success types. Based on a sample of 125 companies, including 123 new product successes and 80 failures, three independent dimensions of success were found: financial performance, opportunity windows and market share. The determinants of success differ for the three performance dimensions. Managerial implications are discussed.