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Succeeding at product development involves more than avoiding failure

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  • Johne, Axel

Abstract

While product development is important in many companies, it is often approached in a constrained way. There are two main reasons for this. First, product development options are frequently viewed very narrowly; second, for personal reasons, many managers seek to avoid mistakes with new products rather than using them as a means for exploiting market potentials to the full. A schema is advanced for widening the role of product development and suggestions are made on how product development thrusts can be sharpened.

Suggested Citation

  • Johne, Axel, 1996. "Succeeding at product development involves more than avoiding failure," European Management Journal, Elsevier, vol. 14(2), pages 176-180, April.
    • Handle: RePEc:eee:eurman:v:14:y:1996:i:2:p:176-180
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    Cited by:

    1. Aksoy, Hasan, 2017. "How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)?," Technology in Society, Elsevier, vol. 51(C), pages 133-141.
    2. Da Mota de Pina E Cunha, A.M., 1998. "Determinants of Product Innovation in Organizations : Practices and Performance in the Portugese Financial Sector," Other publications TiSEM e6e4e56e-b72a-4392-8d79-f, Tilburg University, School of Economics and Management.
    3. Qiuxue Luo & Mayuree Suacamram, 2022. "Product Innovation and National Image of Chinese Products in the Eyes of Thai People," SAGE Open, , vol. 12(1), pages 21582440221, March.
    4. Kitsios, Fotis C., 2006. "Services marketing in the hospitality economy: An exploratory study," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10043, European Association of Agricultural Economists.

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