Marketing Research and the New Product Failure Rate-Reference-Cited by-同舟云学术

Marketing Research and the New Product Failure Rate

Published:1977-04 Issue:2 Volume:41 Page:51-61
ISSN:0022-2429
Container-title:Journal of Marketing
language:en
Short-container-title:Journal of Marketing

Author:

Crawford C. Merle¹

Affiliation:

1. Professor of Marketing, University of Michigan, Graduate School of Business Administration, Ann Arbor, and President, Product Development Association.

Abstract

Why has the rate of new product success not climbed as a result of the many advances in marketing research technology over the past 25 years?

Publisher

SAGE Publications

Subject

Marketing,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224297704100216

Reference7 articles.

1. Management of New Products (Chicago, IL: Booz, Allen, and Hamilton, 1968), especially pp. 11–12. [Includes results of studies of industry practices.]

2. MacDonaldMorgan B.Jr., Appraising the Market for Industrial Products (New York: National Industrial Conference Board, 112 pp.). [A study of the practices and experiences of around 100 U.S. and Canadian firms.]

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