What distinguishes the top performing new products in financial services

Cooper, Robert G, Easingwood, Christopher J, Edgett, Scott, Kleinschmidt, Elko J and Storey, Chris (1994) What distinguishes the top performing new products in financial services. Journal of Product Innovation Management, 11 (4). pp. 281-299. ISSN 0737-6782

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Abstract

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.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences
Depositing User: Yvonne Barnes
Date Deposited: 14 Oct 2015 12:04
Last Modified: 14 Oct 2015 12:04
URI: http://sro.sussex.ac.uk/id/eprint/57119
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