Why has the rate of new product success not climbed as a result of the many advances in marketing research technology over the past 25 years?
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References
1.
AbramsGeorge J., “Why New Products Fail,” Advertising Age, April 22, 1974, pp. 51–52. [Experience of a foremost new product developer.]
2.
AngelusTheodore L., “Why Do Most New Products Fail?” Advertising Age, March 24, 1969, pp. 85–86. [Intensive study of 75 product failures.]
3.
Management of New Products (Chicago, IL: Booz, Allen, and Hamilton, 1968), especially pp. 11–12. [Includes results of studies of industry practices.]
4.
“An Outside Job Fills the Product Gap,” Business Week, May 16, 1970, pg. 48. [A reference to claim by Franklin W. Krum, Jr., of N. W. Ayer & Sons.]
5.
ConstandseWilliam J., “Why New Product Management Fails,” Business Management, June 1971, pp. 163–65. [Study by an IBM Product Manager.]
6.
DiehlRick W., “Achieving Successful Innovation,” Michigan Business Review, March 1972, pp. 6–10. [Experiences of a Continental Can Co. executive.]
7.
DoddJohn W.Jr., “New Products—Policy, Strategy, and Sense of Direction,” New Products: Concepts Development and Strategy.ScraceRobert, ed. (Ann Arbor, MI: U. of Michigan, Graduate School of Business Administration, 1967), pp. 18–24. [Experiences of a Campbell Soup Co. marketer.]
8.
DunbarD. S., “New Lamps for Old,” The Grocer, April 1965, pg. 31. [Results of a J. Walter Thompson study.]
9.
“Helene Curtis Comeback Move,” Advertising Age, May 13, 1974, pp. 1–ff.
10.
HopkinsDavid S., and BaileyEarl L., “New Product Pressures,” The Conference Board Research8 (June 1971), pp. 16–24. [Based on a survey of 125 members of Senior Marketing Executives Panel.]
11.
MacDonaldMorgan B.Jr., Appraising the Market for Industrial Products(New York: National Industrial Conference Board, 112 pp.). [A study of the practices and experiences of around 100 U.S. and Canadian firms.]
12.
MilesVirginia, “Avoid these Errors in New Product Research,” Advertising Age, July 15, 1974, pp. 26–ff. [Experiences of the Director of CONCEPTS, division of Young & Rubicon Advertising Agency.]
13.
New Products in the Grocery Trade, (London: Kranshar, Andrews, and Eassie Ltd., 1971). [Failure rates derived from a study of new products’ off-shelf disappearance.]
14.
“New Product Success Ratio,” The Nielsen Researcher, No. 5 (1971), pp. 2–10. [A summary of several Nielsen studies.]
15.
O'MearaJohn T., “Selecting Profitable Products,” Harvard Business Review, January-February 1961, pp. 80–88. [Cites a study made by Ross Federal Research Corp. for Peter Hilton Inc., entitled “The Introduction of New Products.”]
16.
RosenCharles E., “New Product Decisions—Creative Measurements and Realistic Applications,” New Products: Concepts, Development and Strategy.Robert Scrace, ed. (Ann Arbor, MI: U. of Michigan, Graduate School of Business Administration, 1967, pp. 11–17). [Experiences of a research firm president.]
17.
ShawSteven J., “Behavioral Session Offers Fresh Insights into New Product Acceptance,” Journal of Marketing, Vol. 29 No. 1, January 1965, pp. 9–13. [Mentioned, but did not cite, a U.S. Dept. of Commerce study.]
