Column 6 · Innovation and New Products · Era 2, Planning (1970s)
New Product Success
Implementation, content · Major · Cluster II, Resources and Orientation
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.