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Cooper Cooper (1984)
How new product strategies impact on performanceJournal of Product Innovation Management
Mintzberg Mintzberg (1978)
Patterns of strategy formulationManagement Science, 24
Crawford Crawford (Fall 1980)
Defining the charter for product innovationSloan Management Review
Miller Miller, Freisen Freisen (1977)
Strategy making in context: ten empirical archetypesJournal of Management Studies, 24
Cooper Cooper (1975)
Why new industrial products failIndustrial Marketing Management, 4
Bennett Bennett, Cooper Cooper (1981)
The misuse of marketing—an american tradegyBusiness Horizons, 24
Day Day (Spring 1975)
A strategic perspective on product planningJournal of Contemporary Business
Gold Gold (1980)
Rediscovering the technological foundations of industrial competitivenessOMEGA, 8
Cooper Cooper (Summer 1979)
The dimensions of industrial new product success and failureJournal of Marketing, 43
In this second article for The Journal of Product Innovation Management, Robert G. Cooper shows that firms can be clustered according to five general types of new product strategies. Depending on the measure of success, some strategies are more successful than others. One strategy, however, stands out for its success on all measures. Others are consistently unsuccessful. The strategies are described in such ways that managers can position the strategies of their own firms and compare their results with those of the firms Professor Cooper studied.
The Journal of Product Innovation Management – Wiley
Published: Sep 1, 1984
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