New Industrial Product Performance: The Effects of Market Characteristics and Strategy


  • Eunsang Yoon,

  • Gary L. Lilien

  • *This study was funded by the Institute for the Study of Business Markets at The Pennsylvania State University, by the Novaction Company, and by the Center for Research in Management Science of ESSEC, France.


There's no need to state again the complexity of the problem of achieving high performance in the new product process. What we do need is a framework to help sort out the complexity, and that is what Eunsang Yoon and Gary Lilien provide in this article. They first differentiate between original and reformulated new products. Then they examine how patterns of R&D and marketing activities determine short and long-run success.