NEW PRODUCT SCENARIOS - PROSPECTS FOR SUCCESS

作     者：CALANTONE, R COOPER, RG 

作者机构：Associate Dean Director of Research Associate Professor of Marketing and Management Science Faculty of Management McGill University. Associate Dean Director of the MBA Program Associate Professor of Marketing Faculty of Management McGill University 

出 版 物：《JOURNAL OF MARKETING》 

年 卷 期：1981年第45卷第2期

页      面：48-60页

核心收录：

学科分类：12[管理学] 120202[管理学-企业管理（含：财务管理、市场营销、人力资源管理）] 0202[经济学-应用经济学] 02[经济学] 1202[管理学-工商管理] 020205[经济学-产业经济学] 

主　　题：Corporate synergy Product innovation Technological innovation Marketing strategies High technology products Consumer goods industries Production engineering Business structures 

摘      要：New product development and launch is a critical but high risk corporate endeavor. This article examines almost 200 industrial new product introductions in order to identify the ingredients of new product success. A categorization scheme, involving scenarios of new products, is developed from the data, and proves useful in assessing the merits and dangers of various types of new product projects. [ABSTRACT FROM AUTHOR]