What makes a new product a winner: * Success factors at the project level.*

Abstract The research seeks to identify different types or dimensions of new product success and the specific determinants of these different success types. Based on a sample of 125 companies, including 123 new product successes and 80 failures, three independent dimensions of success were found: financial performance, opportunity windows and market share. The determinants of success differ for the three performance dimensions. Managerial implications are discussed.