Abstract
This article reports the results of Project NewProd, an extensive investigation into what separates successful from unsuccessful new industrial products. Multivariate methods are used to probe this success/failure question. The dimensions underlying success and failure are identified. The dominant role of product strategy and the need for a strong market orientation clearly are demonstrated.
Keywords
Product (mathematics)Market orientationNew product developmentBusinessMultivariate statisticsIndustrial organizationProcess managementMarketingOperations managementComputer scienceEngineeringMathematics
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Publication Info
- Year
- 1979
- Type
- article
- Volume
- 43
- Issue
- 3
- Pages
- 93-93
- Citations
- 579
- Access
- Closed
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Cite This
Richard G. Cooper
(1979).
The Dimensions of Industrial New Product Success and Failure.
Journal of Marketing
, 43
(3)
, 93-93.
https://doi.org/10.2307/1250151
Identifiers
- DOI
- 10.2307/1250151