New Products: The Key Factors in Success

analysis cess competitive situation concept test Cooper Coopers & Lybrand criteria customer needs decision detailed market study Domestic market share exceeded minimum acceptable exceeded objectives fell far short firms focus game plan Gate Go/Kill identified Impact Initial Screening International product ject key to success market attractiveness market launch market need market research marketing activities Marketing Synergy McMaster University minimum acceptable profitibility objectives on 0-10 person-days pre-development activities 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 Marketing quality of execution Rated profitibility Robert G sales and profit sales objectives sales or profit salesforce SAPPHO scale SECC SPRU stage steps succeeded success and failure success factors superior product target market technical assessments technological synergy test market tion top management support trial sell up-front winners from losers