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A theory of successful product breakthrough management: learning from success

A theory of successful product breakthrough management: learning from success Posits that developing breakthroughs is much more costly and risky than introducing simple product line extensions. Therefore, breakthroughs need to be managed differently. After developing a model to manage breakthroughs, generates a series of hypotheses and tests them against the information obtained from 30 major companies. The companies were chosen on the basis of one successful product that lasted over a decade in the marketplace. They were chosen from 143 product-companies and only 30 of the products in question had survived. Provides important information regarding the management of breakthroughs. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

A theory of successful product breakthrough management: learning from success

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References (50)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420010316320
Publisher site
See Article on Publisher Site

Abstract

Posits that developing breakthroughs is much more costly and risky than introducing simple product line extensions. Therefore, breakthroughs need to be managed differently. After developing a model to manage breakthroughs, generates a series of hypotheses and tests them against the information obtained from 30 major companies. The companies were chosen on the basis of one successful product that lasted over a decade in the marketplace. They were chosen from 143 product-companies and only 30 of the products in question had survived. Provides important information regarding the management of breakthroughs.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Feb 1, 2000

Keywords: New product development; Product management

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