The Idea Itself and the Circumstances of Its Emergence as Predictors of New Product Success
提出一个早期分析框架，基于产品创意本身及其产生环境来预测新产品成功潜力，通过两项实际案例识别出创意来源、具体配置和技术水平等关键决定因素，帮助企业在开发早期评估概念并避免不必要的成本。
In view of the distressingly low rate of success in new product introduction, it is important to identify predictive guidelines early in the new product development process so that better choices can be made and unnecessary costs avoided. In this paper, we propose a framework for early analysis based on the success potential embodied in the product-idea itself and the circumstances of its emergence. Based on two studies reporting actual introductions, we identified several determinants (such as how the ideas originated, their specific configurations, and the level of technology required for their implementation) that significantly distinguish successful from unsuccessful new products in the marketplace. We suggest that these factors, together with already known factors of success/failure, may aid in the estimation of the potential of a concept early in its development.