New Products: What Distinguishes the Winners?

(This article is a throwback that was originally published in 1990 by Robert G. Cooper in Research-Technology Management (RTM). This article was the winner of the 1991 Maurice Holland Award. For a more recent look at Dr. Cooper’s writings in RTM, check out Vol. 60, No. 1 #Happy60thRTM!)

By Robert G. Cooper

An accurate understanding of why new products succeed or fail is vital to improving new product performance:  Continue reading