Journal article
The drivers of success in new-product development
Abstract
Why are some new products so successful and some companies outstanding performers in new-product development? The article identifies success factors from numerous research studies into NPD (new-product development) performance in industry. Three categories of success drivers have been defined. First, success drivers, that explain the success of individual new-product projects, are more tactical: They capture the characteristics of new product …
Authors
Cooper RG
Journal
Industrial Marketing Management, Vol. 76, , pp. 36–47
Publisher
Elsevier
Publication Date
1 2019
DOI
10.1016/j.indmarman.2018.07.005
ISSN
0019-8501