TY  - JOUR
AB  - 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.
VL  - 2
IS  - 1
SN  - 1460-1060
DO  - 10.1108/14601069910248856
UR  - https://doi.org/10.1108/14601069910248856
AU  - Hart Susan
AU  - Tzokas Nikolaos
AU  - Saren Michael
PY  - 1999
Y1  - 1999/01/01
TI  - The effectiveness of market information in enhancing new product success rates
T2  - European Journal of Innovation Management
PB  - MCB UP Ltd
SP  - 20
EP  - 35
Y2  - 2021/03/07
ER  -