Technology Newness and Impact of Go/No-Go Criteria on New Product Success

Abstract

This study shows that the relative effect of five dimensions of go/no-go criteria on new product success is contingent on the stage of the development process and newness of the technology. Specifically, strategic fit criteria are critical to new product success at the initial screening. Technical criteria are significantly correlated with product success only at the go-to-development decision gate. Market opportunity criteria relate positively with project success at the initial screening, the market launch gate and the post-launch review. Financial criteria correlate positively with success from the go-to-development decision to the first post-launch review. Customer-acceptance criteria stand out as equally important to success throughout the entire development process. In relation to the moderating effect of technology newness, it was found that customer acceptance and market opportunity criteria at the initial screening are more important for the success of low technologically innovative projects than for the success of high technologically innovative projects. At the initial screening, financial criteria exert a negative effect on the success of projects incorporating highly innovative technologies.

Managing Uncertainty in Product Innovation Using Marketing Strategies

“…These uncertainties range from the design of the product to market insertion, changing expectations regarding the viability of the new product and causing sometimes the abandonment of the product during the development stage (Pennings and Lint, 1997). In particular, these risks are associated with high costs for research and development and high failure rates (Carbonell, Escudero and Aleman, 2004).…”

LACASA: un caso de éxito en la gestión de marcas y productos

“…En la actualidad, la innovación de producto es una obligación, más que una opción, de tal modo que el desarrollo y lanzamiento de nuevos productos condicionan tanto los resultados empresariales como la posición competitiva conseguida (Carbonell, Rodríguez & Munuera, 2004;Jiménez & Sanz-Valle, 2012). Además, ante el aumento de la cuota de las marcas del distribuidor, la introducción de innovaciones también puede suponer un arma eficaz en manos de los fabricantes (Gielens, 2012).…”

An Analytic Network Process(ANP) Approach to Forecasting of Technology Development Success : The Case of MRAM Technology

“…기술 성숙도 (technological maturity : TEM) Lee et al(2009), Coldrick et al(2005), Galbraith et al(2006) 기술 신규성 (technological newness : TEN) Carbonell et al(2004), Barclay and Dann(2000) 기술 복잡성 (technological complexity : TEC) Lee et al(2009) Montoya-Weiss and Calantone(1994), Rabino and Wright(1993), Cooper and Kleinschmidt(1987) …”