New product success & failure: three case studies
Article Abstract:
Previous studies have shown that the most influential factors in explaining new product success (market newness, product fit and focus, and production and technological synergy) are all associated with a conservative strategy. This finding is augmented by Copper's process model, which predicts new product success if one properly progresses through these seven stages: Idea, Preliminary Assessment, Concept, Development, Testing, Trial, and Launch. The main purpose of this study was to gain further insight into the "conservative strategy" factors and the process model by examining three cases involving new product introductions. The new products were photovoltaic houses, computer systems, and hotels. A combination of factors helped explain the success (or lack of it) in these cases. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1988
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Forecasting the potential for new industrial products
Article Abstract:
Industrial marketing managers base new-product decisions and marketing strategy on estimates of market potential. They often evaluate current product sales, market share, and market penetration, using some forecast of market potential as a benchmark. For maximum benefit to marketers, the concept of market potential should be clear, consistent, and highly operational. This paper discusses a life-cycle concept of market potential. A simple descriptive model shows how the concept relates to other marketing concepts and how it can be used operationally. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1991
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A decision-support system for evaluating sales prospects and launch strategies for new products
Article Abstract:
Because it is difficult to predict the sales levels for new industrial products, the Center for Research in Management Science in France developed a menu driven, user friendly computer system that can help in predictions. The system led to the development of the Microcomputer Marketing Decision Support System (MMDSS) that can help plan a new industrial product's entry strategy. MMDSS helps predict sales levels and growth rates for the new products.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1986
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