1.New Products Management for the 1980s
(New York: Booz, Allen & Hamilton,
1982).
- Christopher Power, “Flops,”Business Week,
August 16, 1993, pp. 76–82. - “Smokeless Cigarettes Not Catching on
with Consumers,”Marketing News, August
4, 1997, p. 21; Robert McMath, “Smoke-
less Isn’t Smoking,”American Demograph-
ics,October 1996. - Erika Rasmussen, “Staying Power,”Sales &
Marketing Management,August 1998, pp.
44–46. - Robert G. Cooper and Elko J. Klein-
schmidt,New Products: The Key Factors in
Success(Chicago: American Marketing As-
sociation, 1990). - Modesto A. Madique and Billie Jo Zirger,
“A Study of Success and Failure in Prod-
uct Innovation: The Case of the U.S. Elec-
tronics Industry,” IEEE Transactions on
Engineering Management, November 1984,
pp. 192–203. - Michelle Conlin, “Too Much Doodle?”
Forbes,October 19, 1998, pp. 54–55; Tim
Stevens, “Idea Dollars,” Industry Week,
February 16, 1998, pp. 47–49. - See David S. Hopkins, Options in New-Prod-
uct Organization(New York: Conference
Board, 1974); Doug Ayers, Robert
Dahlstrom, and Steven J. Skinner, “An Ex-
ploratory Investigation of Organizational
Antecedents to New Product Success,”
Journal of Marketing Research, February
1997, pp. 107–16. - See Robert G. Cooper, “Stage-Gate Sys-
tems: A New Tool for Managing New Prod-
ucts,”Business Horizons, May–June 1990,
pp. 44–54. See also his “The New Prod Sys-
tem: The Industry Experience,”Journal of
Product Innovation Management9 (1992):
113–27.
10. Robert Cooper, Product Leadership: Creat-
ing and Launching Superior New Products
(New York: Perseus Books, 1998).
11. Eric von Hippel, “Lead Users: A Source of
Novel Product Concepts,”Management
Science, July 1986, pp. 791–805. Also see
hisThe Sources of Innovation(New York:
Oxford University Press, 1988); and
“Learning from Lead Users,” in Marketing
in an Electronic Age, ed. Robert D. Buzzell
(Cambridge, MA: Harvard Business
School Press, 1985), pp. 308–17.
12. Constance Gustke, “Built to Last,”Sales
& Marketing Management, August 1997,
pp. 78–83.
13. Mark Hanan, “Corporate Growth
through Venture Management,”Harvard
Business Review, January–February 1969,
p. 44. See also Carol J. Loomis, “Di-
nosaurs?” Fortune, May 3, 1993, pp.
36–42.
14. ”The Ultimate Widget: 3-D ‘Printing’
May Revolutionize Product Design and
Manufacturing,”U.S. News & World Re-
port, July 20, 1992, p. 55.
15. Tom Dellacave Jr., “Curing Market Re-
search Headaches,” Sales & Marketing
Management,July 1996, pp. 84–85.
16. Dan Deitz, “Customer-Driven Engineer-
ing,”Mechanical Engineering, May 1996,
p. 68.
17. The full-profile example was taken from
Paul E. Green and Yoram Wind, “New
Ways to Measure Consumers’ Judg-
ments,”Harvard Business Review(July–Au-
gust 1975), pp. 107–17. Copyright © 1975
by the President and Fellows of Harvard
College; all rights reserved. Also see Paul
E. Green and V. Srinivasan, “Conjoint
Analysis in Marketing: New Develop-
ments with Implications for Research and
Practice,”Journal of Marketing, October
NOTES