Journal article
New Product Strategies: What Distinguishes the Top Performers?
Abstract
In this second article for The Journal of Product Innovation Management , Robert G. Cooper shows that firms can be clustered according to five general types of new product strategies. Depending on the measure of success, some strategies are more successful than others. One strategy, however, stands out for its success on all measures. Others are consistently unsuccessful. The strategies are described in such ways that managers can position the …
Authors
Cooper RG
Journal
Journal of Product Innovation Management, Vol. 1, No. 3, pp. 151–164
Publisher
Wiley
Publication Date
September 1984
DOI
10.1111/1540-5885.130151
ISSN
0737-6782