Journal article
Identifying industrial new product success: Project NewProd
Abstract
What is the key to success in industrial product innovation? This question is frequently posed, and many authors and managers have speculated as to which critical factors or variables decide the fate of new industrial products. What is missing in the debate is evidence based on actual new product successes and failures. Project NewProd is an investigation that was designed to fill this void. In this article we report the results of a study into …
Authors
Cooper RG
Journal
Industrial Marketing Management, Vol. 8, No. 2, pp. 124–135
Publisher
Elsevier
Publication Date
April 1979
DOI
10.1016/0019-8501(79)90052-x
ISSN
0019-8501