1. New Product Failure Rates — Facts and Fallacies
2. HIGH‐TECH TEST MARKETING AT CAMPBELL SOUP COMPANY
3. This is not to suggest that individual firms do not have experiences which override product-type differences. For example, in the Conference Board study to be discussed later, the authors found a large manufacturer of metal components and equipment with over 100 successful new products and a producer of electrical components with 25. But, a large chemicals producer with 20 new-product failures and a small manufacturer of heating equipment with 11. These 0% and 100% failure rates are rare, of course.