New Product Strategies: What Distinguishes the Top Performers?
本文根据企业采用的新产品战略类型将其分为五类，并比较不同战略在多种成功指标上的表现，发现一种战略在所有指标上均表现突出，而其他战略则持续不佳。
In this second article for The Journal of Product Innovation Management , Robert G. Cooper shows that firms can be clustered according to five general types of new product strategies. Depending on the measure of success, some strategies are more successful than others. One strategy, however, stands out for its success on all measures. Others are consistently unsuccessful. The strategies are described in such ways that managers can position the strategies of their own firms and compare their results with those of the firms Professor Cooper studied.