New Products: The Key Factors in Success

analysis benefits cess competitive analysis competitive situation concept test Cooper Coopers & Lybrand criteria customer needs customer’s decision defined exceeded minimum acceptable exceeded objectives fell far short financial findings firms five focus game plan Gate Go/Kill identified impact ject key to success Kleinschmidt market attractiveness market launch Market Market Market market need market research market shares marketing activities Marketing Synergy minimum acceptable profitibility objectives on 0-10 person-days pre-development activities preliminary market prod product advantage product definition product development product failure product met sales product process product project Product Success 100 product superiority products aimed profit objectives profitibility on 0-10 project scores quality market quality of execution Rated profitibility Robert G sales objectives sales or profit salesforce SAPPHO scale screening significant specifically SPRU stage steps succeeded success and failure success factors superior product target technological synergy test market tion top management support up-front