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Technical risk and new product success: An empirical test in high technology business markets |
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| Authors: | Robert Polk adjunct professor Richard E Plank Associate Professor of Marketing and Acting Director of the Integrated Supply Management Program David A Reid Associate Professor of Marketing and the Interim Director for the Center for Sales and Business Marketing |
| Institution: | aPepperdine University USA;bWestern Michigan University USA;cUniversity of Toledo USA |
| Abstract: | Following a methodology similar to the one used in Cooper's NewProd studies, this study examines the impact of technical risk on the ability to predict new product success in high technology business markets. Cooper's original 48 new product characteristics along with 10 new items measuring technical risk are used in examining 406 actual industrial new product success and failures. The findings show the importance of the addition of technical risk assessment in predicting the potential success or failure of new high technology industrial products. |
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