The effectiveness of market information in enhancing new product success rates

Susan Hart (Susan Hart is a Professor in the Department of Marketing, University of Strathclyde, Scotland, UK)
Nikolaos Tzokas (Nikolaos Tzokas is a Senior Research Fellow at the Department of Marketing, University of Strathclyde, Scotland, UK)
Michael Saren (Michael Saren is a Professor in the Department of Marketing, University of Strathclyde, Scotland, UK)

European Journal of Innovation Management

ISSN: 1460-1060

Publication date: 1 April 1999

Abstract

An overview of the success/failure literature in new product development points to a long list of critical success factors (CSF), which define what should be done to enhance new product success rates but not how to do it. The net result is failure rates which are marginal improvements on previous decades. The basic tenet of this paper is that the effective use of market information throughout the new product development process (NPD) can enhance the success rates of new products. We examine the contingencies affecting the perceived utility and use of market information in the NPD process and develop propositions describing these contingencies. The outcome of our discussion is a conceptual framework, which can aid research in this critical area of organisational activity.

Keywords

Citation

Hart, S., Tzokas, N. and Saren, M. (1999), "The effectiveness of market information in enhancing new product success rates", European Journal of Innovation Management, Vol. 2 No. 1, pp. 20-35. https://doi.org/10.1108/14601069910248856

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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