The Measurement, Methodologies and Models of New Product Success Studies

  • Susan J. Hart


The problem is that, depending on how one defines success, one is likely to find different success determinants. (Cooper and Kleinschmidt, Journal of Marketing Management, 11 (4), May 1995, p. 315) The ‘problem’ mentioned above, appositely cited from Michael’s journal, is the point of departure for this contribution. Not that the problem is new: Carter and Williams’ (1957) study (also lamented for its peer-neglect by Michael in a recent comment on ‘The Commodification of Marketing Knowledge’) found that technical progressiveness had varying relationships with the measures of success that they used. Furthermore, speculating on the direction of the relationship between technical progressiveness and profitability, they suggest ‘it may be that profits are the stimulus or the necessary means for progressiveness’ (p. 185), a point skilfully avoided by many involved in researching new product success. The aim of this chapter is to offer a conceptually based model for measuring new product success. An earlier review of new product success measurement provides the background to the following discussion, while the recent contribution by the Product Development and Management Association Task Force and findings of studies of new product success and failure (S/F) measures are integrated into the model. Intrinsic to the S/F studies are three issues, which are rarely developed explicitly: the level of analysis, the relationships among dimensions and the influence of time.


Product Success Financial Success Market Management Corporate Financial Performance Success Indicator 
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© Susan J. Hart 1998

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  • Susan J. Hart

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