Journal article
Project NewProd: Factors in New Product Success
Abstract
Bases itself on the findings of Project NewProd — which was an investigation of almost 200 new product cases to probe what separates winners from losers. Presents results from the managerial perspective, showing how selection of new products and particularly that of potential 'winners' is undertaken. Outlines key factors that underlie new projects and the influence of these on product success. Examines merits of emphasizing certain new product …
Authors
Cooper RG
Journal
European Journal of Marketing, Vol. Volume 14, No. Issue 5/6, pp. 277–292
Publisher
Emerald
Publication Date
May 1980
DOI
10.1108/eum0000000004906
ISSN
0309-0566