23. - Established Company focus on Incremental
Innovations
- Newer Company Create Disruptive Technology
24. 0 20 40 60 80 100 120
Minimal Advantage
Moderate average
Superior product
NEW PRODUCT SUCCESS RATE
AXISTITLE
98%
58%
18%
25. Cooper and Klienschmidt found that products designed solely
for domestic markets tend to show a high failure rate, low
market share, and low growth.
Although, those designed for the world market – or atleast
neighboring countries- achieve significantly more profits at
home and abroad.
32. Recap :
• Various types of new products and ways to create them – Acquisition
and Organic Growth.
• Product-launch challenges in high-tech firms in telecommunications.
• Challenges in New product development:
1. The Innovative Imperative
2. The Product Success
3. New product failures and their reasons.