What distinguishes the top performing new products in financial services
研究了173个新金融服务，识别出三个绩效维度（财务表现、关系增强、市场开发）和九个成功驱动因素，为管理者提供了市场驱动、客户导向的新产品流程建议。
Despite previous comparisons of success and unsuccessful new products, an Important question remains unaddressed: What separates very successful new service products from the ordinary? Robert Cooper, Christopher Easingwood, Scott Edgett, Elko Kleinschmidt, and Chris Storey obtained data on 173 new financial services and identified three performance dimensions: financial performance, relationship enhancement, and market development. Of eleven potential success determinants, nine were found to be drivers of performance. Management implications included the need for a market-driven, customer-focused new product process, greater emphasis on planning and executing the launch, the role of product design, and project prioritization factors.