A STUDY OF SUCCESS AND FAILURE IN PRODUCT INNOVATION - THE CASE OF THE UNITED-STATES ELECTRONICS INDUSTRY

Eight broad areas appear to be important for new product success in a high-technology environment: 1) market knowledge gained through frequent and intense customer interaction, which leads to high benefit-to-cost products; 2) and 3) planning and coordination of the new product process, especially the R&D phase; 4) emphasis on marketing and sales; 5) management support for the product throughout the development and launch stages; 6) the contribution margin of the product; 7) early market entry; 8) proximity of the new product technologies and markets to the existing strengths of the developing unit.