Predevelopment activities determine new product success
Article Abstract:
This article focuses on the predevelopment activities of the product innovation process: those often ignored steps that precede the actual development of the product. We first look at the mounting evidence that identifies holes in the way in which many industrial firms handle the predevelopment steps. The evidence also reveals that new product success and failure is often decided before the new product project even enters the product development phase. Second, we turn to ways that managers can, should and have improved the effectiveness of these early and crucial stages of the innovation process. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1988
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Developing successful new financial services for businesses
Article Abstract:
Although industrial services comprise an increasingly important sector of the economy, research has largely ignored product innovation in services, resulting in speculation about the keys to new service product success. A popular view is that because services differ from physical products, the factors that determine success are therefore also unique. Our research, which focused on 106 new industrial financial services, showed that new service success depends on five key factors which in many respects are similar to those for physical products. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1992
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Net present value techniques and their effects on new product research
Article Abstract:
This article presents an exploratory analysis of the effects of emphasizing net present value techniques and short-term returns in the analysis and selection of new product research projects. A large body of literature exists in economics indicating that such emphases hinder successful innovation, yet the authors usually argue from anecdotal and case-generated data. We present empirical results that lend support to the aforementioned criticisms of net present value techniques and the short-term biases that they reflect. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1995
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