Abstract
Abstract
Companies permanently seek to increase innovation success rates as a critical element for their continued growth and health. In this paper we propose to examine two approaches to more accurately estimate new products future performance on the market place. We specifically focus on product complexity or intricacy - a barrier to success - and on the level of structure in the emergence of new products (i.e. templates of product change) -, which facilitates future success. We found that template-based products overcome the negative effect of product complexity on new product performance. Based on the study, we suggest that the complementary nature of these two approaches brings more accuracy in estimating new products performance on the market.
Keywords: new product development; templates; product complexity; market success
| Original language | English |
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| Number of pages | 6 |
| Publication status | Published - 2004 |
| Event | EMAC 2004 - Duration: 18 May 2004 → 21 May 2004 |
Conference/symposium
| Conference/symposium | EMAC 2004 |
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| Period | 18/05/04 → 21/05/04 |