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2 New Product Performance: What Distinguishes the Star Products

Author

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  • Robert G. Cooper
  • Elko J. Kleinschmidt

Abstract

Better new product performance is important for the survival of the firm. Based on a three-dimensional performance space, 110 new products launched from 55 Australian firms are grouped into five performance clusters. Performance groups from ‘Stars’—the winning group to—‘Dogs’—the worst performance group. The five groups could be well explained by the impact constructs. ‘Stars’; did what one expects for winning projects (product advantage, homework, cross-functional team, reasonable risk level, etc.), ‘Dogs’ were identified as doing nearly everything wrong. The Australian results were tested against international findings and concurred fully. Managerial implications are detailed.

Suggested Citation

  • Robert G. Cooper & Elko J. Kleinschmidt, 2000. "2 New Product Performance: What Distinguishes the Star Products," Australian Journal of Management, Australian School of Business, vol. 25(1), pages 17-46, June.
    • Handle: RePEc:sae:ausman:v:25:y:2000:i:1:p:17-46
    DOI: 10.1177/031289620002500104
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    Cited by:

    1. Akif Yousef Al-Zyadat & Ayed Al-Zyadat, 2018. "Examining New Product Financial Performance Through Marketing Intelligence Quality, Customer Interaction Capabilities and Customer-Centric Commitment on Jordan¡¯s Micro Retail Fashions," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(2), pages 95-108, June.
    2. Nancy Vargas & M. Begoña Lloria & Addisson Salazar & Luis Vergara, 2018. "Effect of exploitation and exploration on the innovative as outcomes in entrepreneurial firms," International Entrepreneurship and Management Journal, Springer, vol. 14(4), pages 1053-1069, December.
    3. Ibrahim Abosag & David Ross Brennan, 2017. "Understanding marketing innovativeness in Asia: a research agenda," Asian Business & Management, Palgrave Macmillan, vol. 16(4), pages 212-225, December.
    4. C. Darawong & B. Igel, 2017. "Managing Interpersonal Conflict Between Expatriates And Thai Managers Through Intercultural Communication: The Moderating Effect Of Expatriates’ Culture Of Origin," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(04), pages 1-20, May.
    5. Mary M. Crossan & Marina Apaydin, 2010. "A Multi‐Dimensional Framework of Organizational Innovation: A Systematic Review of the Literature," Journal of Management Studies, Wiley Blackwell, vol. 47(6), pages 1154-1191, September.

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