Introducing new products can be hazardous to your company: Use the right new-solutions delivery tools
新产品失败率居高不下，本文提出超越传统智慧的三条新兴规则，强调企业应关注客户整体解决方案、确保交付并构建价值交付网络，以获取可持续竞争优势。
Executive Overview New-product failure rates remain exceptionally high despite increasing efforts by academic and corporate researchers to develop new theories and approaches to reverse this trend. The conventional wisdom that has emerged is useful, but insufficient to improve success rates. The leading innovators achieve success by moving beyond conventional wisdom to follow three emerging rules. In the past, managers obsessed about the product, obscuring the fact that what customers really want is a total solution to a problem. Similarly, managers too often emphasized the introduction of the new product at the expense of ensuring the delivery of the customer solution. Lastly, managers become internally absorbed, causing them to make decisions based on what is easiest for them and their company. The most successful marketers are, in a sense, schizophrenic. By simultaneously being able to become the customer, the competition, and their channel partner, they combine the right skills, capabilities, and resources to deliver superior customer solutions. Just as important as having a superior product or service, a firm must build a better business model and a stronger network of value-delivery partners to get a sustainable competitive advantage in the marketplace. Competition is shifting from company versus company to network versus network. At a time when fickle marketplaces demand ever more innovation, progress in this area has never been more important.