Journal article
Introducing successful new industrial products
Abstract
Product developers continue to be plagued by the high incidence of new product failure. This monograph presents the results of a two‐phase empirical study designed to shed some light on approaches which might improve the process.Phase I focuses on a large sample of such failures and reveals that industrial product firms suffer from an inward orientation. The main reasons for failure were found to be a lack of understanding of customers, …
Authors
Cooper RG
Journal
European Journal of Marketing, Vol. Volume 10, No. Issue 6, pp. 301–329
Publisher
Emerald
Publication Date
June 1, 1976
DOI
10.1108/eum0000000005053
ISSN
0309-0566