Abstract:
The opening discussion attempted to identify specific factors which can discriminate between success and failure of new products in the market place. Rather than spend time trying to find suitable definitions of the terms, success and failure, it was agreed that establishing the factors affecting success and failure was likely to be a more profitable method of debate. A total of 30 - 40 factors emerged from our discussions . Having listed the factors, the next logical step was to attempt a cluster analysis including all factors. As in multi-variate analysis, where one item qualified for more than one cluster, a subjective factor loading or weighting was used to determine which cluster was more appropriate for that factor.
Research Papers
New products
Catalogue: Seminar 1979: New Product Development
Author: Ronald W. Artingstall
 
October 1, 1979
Research Papers
Marketing across frontiers
Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Authors: Jacques Blanchard, Oscar Schneersohn, H. Hayashi
 
June 15, 1986
Research Papers
Understanding consumer values
Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Chris Macrae, Carlos Harding
 
June 15, 1988
