Journal article
Debunking the Myths of New Product Development
Abstract
Too many myths prevail about how to manage new product projects. This article probes what truly separates winners from losers in the new product game. It reports the results of a study of 103 new product cases from 21 major firms and divisions in four countries. Key success factors are identified—factors that distinguish the successful projects from the commercial duds. These factors cover a broad spectrum: from elements of competitive …
Authors
Cooper RG
Journal
Research-Technology Management, Vol. 37, No. 4, pp. 40–50
Publisher
Taylor & Francis
Publication Date
7 1994
DOI
10.1080/08956308.1994.11670996
ISSN
0895-6308