Affiliation:
1. The Eli Broad Graduate School of Management, Michigan State University.
2. The Colgate Darden Graduate School of Business Administration, University of Virginia.
Abstract
Drawing on the marketing and management literatures, the authors identify strategic, tactical, and environmental factors that influence the commercial success of new products. They test the resulting conceptual model using data collected on 788 Japanese and 612 American new product development projects. The results provide insights into the antecedents and correlates of new product success and failure in both Japanese and U.S. firms, as well as into successful and unsuccessful management practices.
Subject
Marketing,Business and International Management
Cited by
202 articles.
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