New Industrial Financial Services: What Distinguishes the Winners

New Industrial Financial Services: What Distinguishes the Winners Robert Cooper and Ulricke de Brentani report the results of their study of firms participating in the industrial financial services industry. Using a self‐administered questionnaire, they obtained data on 56 successful and 50 failed products and found that success and failure are strongly associated with eleven important dimensions: synergy, product/market fit, quality of execution of the launch, unique/superior product, quality of execution of marketing activities, market growth and size, service expertise, quality of execution of technical activities, quality of service delivery, quality of execution of pre‐development activities, and the presence of tangible elements of the service offering. They report some surprises, including their observation that while new to the firm, products entail more risk than “close to home” ones, the resulting level of success is not sharply reduced. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Journal of Product Innovation Management Wiley

New Industrial Financial Services: What Distinguishes the Winners

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Publisher
Wiley
Copyright
© 1991 Elsevier Science Publishing Co., Inc.
ISSN
0737-6782
eISSN
1540-5885
D.O.I.
10.1111/1540-5885.820075
Publisher site
See Article on Publisher Site

Abstract

Robert Cooper and Ulricke de Brentani report the results of their study of firms participating in the industrial financial services industry. Using a self‐administered questionnaire, they obtained data on 56 successful and 50 failed products and found that success and failure are strongly associated with eleven important dimensions: synergy, product/market fit, quality of execution of the launch, unique/superior product, quality of execution of marketing activities, market growth and size, service expertise, quality of execution of technical activities, quality of service delivery, quality of execution of pre‐development activities, and the presence of tangible elements of the service offering. They report some surprises, including their observation that while new to the firm, products entail more risk than “close to home” ones, the resulting level of success is not sharply reduced.

Journal

The Journal of Product Innovation ManagementWiley

Published: Jun 1, 1991

References

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