Marketing Research and the New Product Failure Rate

Abstract

Why has the rate of new product success not climbed as a result of the many advances in marketing research technology over the past 25 years?

Exploring the characteristics of the market-driven firms and antecedents to sustained competitive advantage

“…Research examining the antecedents of product success and failure broadly suggests that inadequate marketing support is a key factor leading to product failure (Crawford, 1991;Davis, 1988). Adequate performance of all marketing activities is a determinant of product market success (Cooper & Kleinschmidt, 1987), and thus it is argued that marketing capability leads to SCA.…”

Is Being a Jerk Necessary for Originality? Examining the Role of Disagreeableness in the Sharing and Utilization of Original Ideas

“…Consideration of failure rate (roughly 70-90 %) in the creative process reveals that, on some level, this approach to vetting creative ideas is warranted. Even conservative estimates suggest that the vast majority of novel ideas do not succeed and with such failure comes a significant loss of time, energy, and capital (Blank 2013;Brown and Anthony 2011;Crawford 1977;Mumford and Hunter 2005).…”

Entry conditions, firm strategies and their relationships to the innovation performance of an emerging green industry: The case of the solar cell industry

“…In many areas of study, such as economics and marketing, previous research on entry timing reveals that it has significant impact on the performance of firms and new products (Crawford, 1977;Lieberman and Montgomery, 1988;Robinson, 1988;Lambkin, 1988;Carpenter and Nakamoto, 1990;Agarwal and Gort, 1996;Dutrenit, 2007). Generally speaking, early entrants maintain higher market shares (Robinson and Fornell, 1985;Urban et al, 1986;Lambkin, 1988;Robinson, 1988;Mitchell, 1991;Mascarenhas, 2006) and have higher chances of survival in a market than subsequent entrants (Lambkin and Day, 1989;Mascarenhas, 1997;2006).…”