In view of the distressingly low rate of success in new product introduction, it is important to identify predictive guidelines early in the new product development process so that better choices can be made and unnecessary costs avoided. In this paper, a framework for early analysis based on the success potential embodied in the product-idea itself and the circumstances of its emergence. Based on two studies reporting actual introductions, several determinants are identified that significantly distinguish successful from unsuccessful new products in the marketplace. These factors, together with already known factors of success/failure, may aid in the estimation of the potential of a concept early in its development.
Goldenberg, Jacob, Donald Lehmann, and David Mazursky. "The Idea Itself and the Circumstances of Its Emergence as Predictors of New Product Success." Management Science 47, no. 1 (January 2001): 69-84.
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