Calantone, R.J., Schmidt, J.B., & Song, X.M. (1996). Controllable Factors of New Product Success: A Cross-National Comparison. Marketing Science, 15(4), 341.
Format: Peer-reviewed article
Type: Research — Non-experimental
Experience level of reader: Fundamental
Annotation: The article generates a list of factors associated with new product success which are deemed to be under the control of management, and then compares managers perceptions of these factors between the U.S. and China.
Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees), University
Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers
Knowledge user level addressed by the literature: Individual
This article uses the Commercial Devices and Services version of the NtK Model
Method: It is important to collect and assess market and competitive information in order to understand customer needs, wants and specifications for the product; to know customers' price sensitivity; to understand customers' purchase decisions; and to learn about competitors' strategies, strengths and weaknesses.
Case studies conducted on over 600 new product launches in the U.S. and in China.
Occurrence of finding within the model: Step 4.11, Step 4.13, Step 6.3, Step 6.1