The effect of product design activities on commercial success levels of new industrial products

Richard T. Hise, Larry O'Neal, James U. McNeal, Ananthanarayanan Parasuraman

Research output: Contribution to journalArticle

39 Citations (Scopus)

Abstract

Previous research has investigated the link between product success and key steps in the new products development process. Because the design/ development phase of this process uses large proportions of resources, it has been carefully scrutinized. Nevertheless, the impact on new product success levels of an important aspect of this phase-the technically oriented design steps-has not been comprehensively examined and has been neglected in favor of such nontechnical dimensions as the marketing/R&D interface problem. Richard Hise, Larry O'Neal, James McNeal and A. Parasuraman report the results of a study of 195 new industrial products. They conclude that new product developers may jeopardize the success potentials of new industrial products by not performing specific design steps and by instituting an incomplete design/ development agenda.

Original languageEnglish (US)
Pages (from-to)43-50
Number of pages8
JournalThe Journal of Product Innovation Management
Volume6
Issue number1
DOIs
StatePublished - 1989
Externally publishedYes

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Product design
Product development
Marketing

ASJC Scopus subject areas

  • Marketing

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The effect of product design activities on commercial success levels of new industrial products. / Hise, Richard T.; O'Neal, Larry; McNeal, James U.; Parasuraman, Ananthanarayanan.

In: The Journal of Product Innovation Management, Vol. 6, No. 1, 1989, p. 43-50.

Research output: Contribution to journalArticle

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