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Canonical correlation analysis of unobserved relationships in the new product process |
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| Authors: | Roger J. Calantone C. Anthony di Benedetto |
| Affiliation: | University of Kentucky, Department of Marketing, College of Business and Economics, Commerce Building, Lexington, KY 40506–0034 USA;School of Business and Management, Dept. of Marketing, Temple University, Philadelphia, PA 19122 |
| Abstract: | Previous studies of success and failure in new product development have examined the effects of numerous variables upon new product outcomes. Some of these variables are controllable by the firm; many are not. This study employs canonical correlation analysis to investigate the nature of the interactions within and between two sets of variables (controllable and environmental) in the new product process. Several insightful implications for new product management are obtained and presented. Among these is the need for production and marketing synergy in new product development |
| Keywords: | New product development canonical correlation analysis product success and failure product innovation Project NewProd |