The idea itself and the circumstances of its emergence as predictors of new product success

J. Goldenberg, D. R. Lehmann, D. Mazursky

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

The issues related to the success and failure of a new product launched in market are examined on the basis of idea and circumstances of its emergence. Early determinants, project level determinants and market determinants are presented as the three fundamental groups used to predict market success. Market determinants provide the most accurate forecast based on relevant information about consumer preferneces and needs. A successful product tend to fit one of the template groups and involve a solution to a customer problem.

Original languageEnglish
Pages (from-to)105-118
Number of pages14
JournalIEEE Engineering Management Review
Volume29
Issue number2
StatePublished - 2001

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