Experts tackle critical problems

Mersmelstein, Ellen; Zid, Linda Abu-Shalback
November 2005
Marketing Management;Nov/Dec2005, Vol. 14 Issue 6, p7
The article explains the findings of research conducted by Robert G. Cooper which found out that new products provide a significantly smaller share of corporate revenue and profit than they did in the 1990s. The study was based on regular audits of new product development (NPD) best practices. Evidently, U.S. corporate managers have grown more timid, with their NPD programs now concentrating more on safe, marginal product improvements and less on true product breakthroughs. He recommends solutions ranging from developing a true NPD strategy to dropping misleading performance metrics and designing properly balanced new product portfolios. Cooper is professor of marketing at McMaster University in Hamilton, Ontario, and is one of 11 top researchers in business-to-business marketing with extensive practical marketing experience.


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