Why Not Create Opinion Leaders for New Product Introductions?

1969 ◽  
Vol 33 (3) ◽  
pp. 20-25 ◽  
Author(s):  
Joseph R. Mancuso
Keyword(s):  
Conceptual Framework ◽  
New Products ◽  
New Product ◽  
Opinion Leaders ◽  
New Product Success ◽  
Product Success ◽  
New Product Introductions ◽  
The Creation

The purpose of this article is to improve the understanding of the process of introducing new products or services and to suggest a technique and conceptual framework designed to increase the likelihood of new product success. The technique described deals with the “creation” of opinion leaders.

New Product Scenarios: Prospects for Success

1981 ◽  
Vol 45 (2) ◽  
pp. 48-60 ◽  
Author(s):  
Roger Calantone ◽  
Robert G. Cooper
Keyword(s):  
High Risk ◽  
Product Development ◽  
New Product Development ◽  
New Products ◽  
New Product ◽  
New Product Success ◽  
Product Success ◽  
New Product Introductions ◽  
Categorization Scheme

New product development and launch is a critical but high risk corporate endeavor. This article examines almost 200 industrial new product introductions in order to identify the ingredients of new product success. A categorization scheme, involving scenarios of new products, is developed from the data, and proves useful in assessing the merits and dangers of various types of new product projects.

scholarly journals Determinants of New Consumer Product Success or Failure in Nepal

2007 ◽  
Vol 3 (1) ◽  
pp. 70-77 ◽  
Author(s):  
Bed Nath Sharma
Keyword(s):  
New Products ◽  
Information Service ◽  
Distribution Channel ◽  
New Product ◽  
Wide Distribution ◽  
New Product Success ◽  
Market Growth ◽  
Product Success ◽  
Promotional Efforts ◽  
Main Determinants

This study is concerned to know the determinants of new product success or failure in Nepalese market. New product success or failure is measured financially. The main determinants of new product success are: product features, price, quality promotion, market information, service to customers, wide distribution channel etc. Most of the new products are sick or partially successful due to lower quality, high competition, improper pricing, weak promotional efforts, ineffective advertisement media, irregular supply of goods, financial inadequacy, insufficient market research, less beneficial to the users etc. Few new products are successful which is indicated by market growth, competitive position maintained, profitability etc.Journal of Nepalese Business Studies 2006/III/1 pp. 70-77

scholarly journals SENIOR MANAGEMENT SUPPORT FOR NEW PRODUCTS: ЕMPIRICAL FINDINGS FROM BULGARIA

2020 ◽  
Author(s):  
Krasimir Marinov ◽  
Keyword(s):  
Empirical Study ◽  
New Products ◽  
New Product ◽  
Senior Management ◽  
Management Support ◽  
Methodological Framework ◽  
New Product Success ◽  
Product Success ◽  
Study Results ◽  
The Impact

The purpose of this paper is to present the findings from an empirical study on the impact of company senior management support on the performance of the new products of Bulgarian companies. The paper considers the major studies on company senior management support and suggests a typology of these studies based on two criteria. A methodological framework for the research on company senior management support has also been substantiated. The empirical study results show that there is a relation between the degree of company senior management support and the degree of new product success as well as between the degree of company senior management support and the indicators measuring new products’ performance. The theoretical and practical contribution of the paper is related to the justification of the methodological framework for the research on company senior management support as well as to the results concerning the relation between senior management support and the success of new products.

scholarly journals Predicting New Product Success: Role of Product Category Related Perceptual Variables

1979 ◽  
Vol 4 (2) ◽  
pp. 135-147
Author(s):  
Subhash C. Mehta ◽  
Anil M. Pandya
Keyword(s):  
Decision Making ◽  
New Products ◽  
Product Category ◽  
New Product ◽  
Considerable Importance ◽  
New Product Success ◽  
Product Categories ◽  
Product Success ◽  
Decision Making Processes

Which new products a firm should introduce is a question of considerable importance. It is now well known that new products are difficult to introduce and often fail to to take off. It is also observed that, in certain categories, it is easier to enter the market with new products, while establishing them in other categories poses serious difficulties. This paper is concerned with the decision-making processes of consumers when faced with a new brand situation in a familiar product category. It relates intention to buy a new brand with a number of different perceptual variables regarding the product category and compares these relations across different product categories.

scholarly journals Impact of Marketing Synergy on the New Product Results

2020 ◽  
pp. 37-51
Keyword(s):  
Empirical Study ◽  
Methodological Approach ◽  
New Products ◽  
Market Performance ◽  
New Product ◽  
Resource Theory ◽  
Success Factor ◽  
New Product Success ◽  
Product Success ◽  
The Impact

Studies reveal that marketing synergy is related to the market performance of new products, and thus is considered to be a fac­tor of their success. The goal of the article is to present results from an empirical study of the impact of marketing synergy on new prod­uct results in Bulgarian companies. The article outlines research on the resource theory as a base for the concept of marketing synergy, and presents different views of marketing synergy as a success factor in new product develop­ment. Marketing synergy is regarded as con­gruency between the existing marketing skills of the firm and the marketing skills needed to execute a new product initiative successfully. A methodological approach for research of the marketing synergy has been developed. Results of the empirical study reveal that there is a link between the level of marketing synergy and the indicators for measurement of new prod­uct results, but there isn’t a link between the level of marketing synergy and the level of new product success.

scholarly journals Role of Channel of Distribution for Consumer New Product Success in Nepal

2008 ◽  
Vol 4 (1) ◽  
pp. 10-15
Author(s):  
Bed Nath Sharma
Keyword(s):  
Significant Role ◽  
New Products ◽  
New Product ◽  
Competitive Position ◽  
New Product Success ◽  
Product Success ◽  
Business Studies ◽  
Product Features ◽  
Increasing Trend

This study concerns with channels used to distribute consumer new products and their role for new product success. To distribute consumer new product, distributor or wholesaler are in use. Sales trend of new product is in increasing trend. Distributor/wholesaler are satisfied with product features as well as delivery and terms and conditions of payment. Most of them are satisfied with manufacturer’s new product launching strategy. Competitive position of new product is found good. Distributor or wholesale are satisfied with manufacturer’s dealing. Distributors are playing significant role for new product success. The Journal of Nepalese Business Studies Vol. IV, No. 1 (2007) pp. 10-15

REFINING THE NPD/INNOVATION PATH TO PRODUCT MARKET SUCCESS WITH PARTIAL LEAST SQUARES PATH ANALYSIS

2013 ◽  
Vol 17 (02) ◽  
pp. 1350001 ◽  
Author(s):  
MURRAY R. MILLSON
Keyword(s):  
Factor Analysis ◽  
Path Analysis ◽  
New Product Development ◽  
New Products ◽  
Innovation Process ◽  
New Product ◽  
Research Model ◽  
New Product Success ◽  
Product Success ◽  
Market Success

In this paper, a refinement of the NPD/innovation process and its relationship with new product success is explored. Through a review of the literature, a rationale for a research model and the associations among its constructs were developed. In this study, a factor analysis was performed on data describing the proficiency by which major, traditional NPD/innovation process activities were performed. This analysis led to the development of seven parsimonious NPD/innovation process activities. This research evaluated new product success by employing four measures: profit, sales, successfully opening new markets, and successfully entering existing markets with new products. Respondents to a mail survey process directed to NPD managers in the medical instruments, heavy construction equipment, and electrical products industries provided the study's empirical data. The research model was examined by performing a Partial Least Squares (PLS) path analysis on the study data. PLS path analysis was employed to provide an answer to the research question: How does the proficiency with which new product development activities are performed relate to the market success of newly developed products? The factor analysis and subsequent PLS path analysis suggest that (1) there are seven important NPD/innovation activities that form the basis for a prudent view of new product development/innovation, (2) there is a parallel path to new product success much of which occurs after new product commercialization, and (3) NPD proficiency continues to significantly influence the market success of new products. Implications from this research are provided.

The differences between successful and unsuccessful new manufacturing products in international markets

2014 ◽  
Vol 26 (1) ◽  
pp. 21-38 ◽  
Author(s):  
Mehmet Haluk Koksal
Keyword(s):  
Success Factors ◽  
Export Performance ◽  
New Products ◽  
New Product ◽  
International Markets ◽  
Company Performance ◽  
Manufacturing Companies ◽  
New Product Success ◽  
Content Type ◽  
Product Success

Purpose – Developing new products for international markets offers great growth opportunities for companies by positively influencing company performance. Specifically, the research purpose is to determine the effects of new product success factors on the measures of company export performance, namely export sales, export growth and export profitability. Design/methodology/approach – The study examines the new product success factors, discriminating successful new products from unsuccessful ones in international markets. A pre-tested structured questionnaire is employed for collecting data from the companies. The population frame consists of exporting manufacturing companies and was determined from the records of the Export Promotion Centre of Turkey (IGEME). Of the 250 questionnaires sent out, 116 were completed and returned yielding a response rate of 46.4 percent. The study analysed data from 202 new product projects. Findings – The research determined that various new product success factors have different levels of effect on company performance in international markets, mainly measured in terms of sales, market share and profitability. Specifically, it identified that pre-development and development activities, a large and fast-growing foreign market with huge demand, order of entry and large and well-executed advertising activities differentiate successful new products from unsuccessful ones. Product characteristics are, on the other hand, not found to be a strong factor differentiating successful new products from unsuccessful ones in international markets. Originality/value – The main objective of the study is to integrate knowledge from two disciplines and expand new product success factors for international markets. The paper aims to bring together all the factors leading to the success of new products in international markets, and to test the effects of those factors on company performance. It is hoped that the findings will help managers and policy makers.

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