Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
15IC
Ns
New Product Success
Family
6. Innovation and New Products (II · Resources and Orientation)
Era
Period 2: Planning, 1970s
Block
IC · Implementation, content
Tier
Major
Cell card
Description
Cooper's NewProd study identified the dimensions that distinguish industrial new product successes from failures, notably product uniqueness and superiority, market knowledge and marketing proficiency, and technical and production proficiency.
Managerial Implications
New products succeed when they offer a unique, superior benefit, when the firm understands the market before developing, and when marketing and technical work are well executed. Failure is rarely random. Build a stage-gate process that forces an honest customer and competitive assessment early, kills weak projects before launch spending, and holds teams accountable for the homework, not just the launch.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
