Images of new product success: a case study in search of local validity

Purpose - This paper aims to measure new product success within a Dutch mailing company and to hypothesize that there exists no definition of new product success which is generally applicable, or valid in all circumstances. It seeks to opine that the best that can be achieved is a “local” definition: a definition valid only in a specific local context. In this article, a method is described on how to develop such a local measure. Design/methodology/approach - To prevent this framing bias, a multidimensional scaling approach is used, in which data collection and analysis have relevant new product success features as output instead of input. Findings - The method was applied to a Dutch mailing company, and it was found that in this case only two dimensions of new product success were prevalent. These were ROI and customer acceptance. From this, it was inferred that local valid measures in this particular situation were only a subset of all measures of new product success mentioned in the literature.Originality/value– In summary, the method used could shed light on the difficulties that sometimes do arise when different parties are working together. As a consequence, not only researchers but also practitioners should become aware of the indefiniteness of the concept of new product success.