Customers, Management, and Resources: KEYS TO NEW CONSUMER PRODUCT AND SERVICE SUCCESS

Abstract

Examines the existing literature and utilizes it along with input from industry executives to identify the major factors in the success and failure of new consumer products and services. Offers specific managerial implications and recommendations for firms and for marketing researchers to help improve the probability of success in the development and introduction of new products and services.

Citation

Anne Raymond, M. and Ellis, B. (1993), "Customers, Management, and Resources: KEYS TO NEW CONSUMER PRODUCT AND SERVICE SUCCESS", Journal of Product & Brand Management, Vol. 2 No. 4, pp. 33-44. https://doi.org/10.1108/10610429310047688