Hultink, E.J. and H.S.J. Robben (1995), Measuring New Product Success: The Difference that Time Perspective Makes
12 important questions on Hultink, E.J. and H.S.J. Robben (1995), Measuring New Product Success: The Difference that Time Perspective Makes
How to measure success?
Which 16 core measures have resulted from the comparison of the measures academics use?
- Customer satisfaction
- Customer acceptance
- Met quality guidelines
- Product performance level
- Launched on time
- Speed to market
- Met revenue goals
- Met unit sales growth
- Revenue growth
- Attain margin goals
- Attain profitibility goals
- IRR/ROI
- Development cost
- Breakeven time
- Met market share goals
- % of sales by new products
What are the five categories of success and failure measures?
- Measures of firm benefits
- Program-level measures
- Product-level measures
- Measures of financial performance
- Measures of customer acceptance
- Higher grades + faster learning
- Never study anything twice
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What did the authors include to investigate how firm characteristics influence the importance of the success measures in the short-term as well as in the long-term?
- Type of markets served
- Innovation strategy
- Perceived innovativeness of the firm's new products
- General functional orientation of the firm
What may be hypothesized about the type of market served?
What about the innovation strategy?
How is a technological innovator defined?
What is a fast imitator?
What about the new product's perceived innovativeness?
Where do the authors distinguish between?
- New products without new usage possibilities
- New products with new usage prossibilities
- New-to-the-world products
What about the general function of the firm?
- Marketing-driven
- Technology-driven
- Balanced input between the two
What are the managerial implications?
- It is not important what type of market the firm serves, what kind of innovation strategy is followed, what the general functional oreintation of the firm is, and what types of new product the firm develops: all firms should probably use the same new product success measures.
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- A unique study and practice tool
- Never study anything twice again
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