Winning at new products. The keys to success

New products are central to the success of the modern corporation. The results of many firms' new product programs are disappointing, however. This paper reports the results of a number of research studies by the author into the ingredients of a successful new product project and program. The main conclusions focus on product advantage, quality of execution, and synergies. Ten key lessons, based on the research, are presented, along with a recommended new product process or game plan for new product success.