New Product Scenarios: Prospects for Success-Reference-Cited by-同舟云学术

New Product Scenarios: Prospects for Success

Published:1981-03 Issue:2 Volume:45 Page:48-60
ISSN:0022-2429
Container-title:Journal of Marketing
language:en
Short-container-title:Journal of Marketing

Author:

Calantone Roger¹,Cooper Robert G.²

Affiliation:

1. Associate Dean, Director of Research and Ph.D. Program, and Associate Professor of Marketing and Management Science

2. Robert G. Cooper is Associate Dean, Director of the MBA Program, and Associate Professor of Marketing, both in the Faculty of Management, McGill University.

Abstract

New product development and launch is a critical but high risk corporate endeavor. This article examines almost 200 industrial new product introductions in order to identify the ingredients of new product success. A categorization scheme, involving scenarios of new products, is developed from the data, and proves useful in assessing the merits and dangers of various types of new product projects.

Publisher

SAGE Publications

Subject

Marketing,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224298104500205

Reference9 articles.

1. The Dimensions of Industrial New Product Success and Failure

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