The Performance Impact of Product Innovation Strategies

Abstract

Product innovation is central to the success of most companies. The rewards of a successful innovation programme are highly visible in terms of sales, profits and growth. But not so apparent are the strategies that underlie these product innovation efforts. This monograph is about the ingredients of a winning new product strategy — about strategic decisions on markets, technologies, products — that result in a successful innovation programme.

Citation

Cooper, R.G. (1984), "The Performance Impact of Product Innovation Strategies", European Journal of Marketing, Vol. 18 No. 5, pp. 5-54. https://doi.org/10.1108/EUM0000000004787