The firm's new product strategy is increasingly recognized as an essential component of the total corporate plan. The research reported in this article investigates the elements that comprise a new product strategy—the types of markets, products, technologies, and approaches a firm pursues with its new product program. The performance of firms' innovation programs are then related to the strategies elected. Various types of strategies are identified that yield better performance, where performance is viewed on several dimensions.
Authors
Cooper RG
Journal
Industrial Marketing Management, Vol. 12, No. 4, pp. 243–256