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The Performance Impact of Product Innovation Strategies

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 May 1984

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Abstract

Product innovation is central to the success of most companies. The rewards of a successful innovation programme are highly visible in terms of sales, profits and growth. But not so apparent are the strategies that underlie these product innovation efforts. This monograph is about the ingredients of a winning new product strategy — about strategic decisions on markets, technologies, products — that result in a successful innovation programme.

Keywords

Citation

Cooper, R.G. (1984), "The Performance Impact of Product Innovation Strategies", European Journal of Marketing, Vol. 18 No. 5, pp. 5-54. https://doi.org/10.1108/EUM0000000004787

Publisher

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MCB UP Ltd

Copyright © 1984, MCB UP Limited