Journal article
How New Product Strategies Impact on Performance
Abstract
What is involved in a successful new product program? Is it high spending on risky R&D? Is it close contact with customers? Is it the overall competitive strength of the firm? Well, it might be any of these things, and more, according to Robert G. Cooper, depending on your definition of success. In an exhaustive examination of the new product strategies and performances of 122 industrial products firms, Cooper found that the strategy that a …
Authors
Cooper RG
Journal
Journal of Product Innovation Management, Vol. 1, No. 1, pp. 5–18
Publisher
Wiley
Publication Date
1 1984
DOI
10.1111/1540-5885.110005
ISSN
0737-6782