Abstract
Previous studies have shown that the most influential factors in explaining new product success (market newness, product fit and focus, and production and technological synergy) are all associated with a conservative strategy. This finding is augmented by Cooper's process model, which predicts new product success if one properly progresses through these seven stages: Idea, Preliminary Assessment, Concept, Development, Testing, Trial, and Launch. The main purpose of this study was to gain further insight into the “conservative strategy” factors and the process model by examining three cases involving new product introductions. The new products were photovoltaic houses, computer systems, and hotels. A combination of factors helped explain the success (or lack of it) in these cases.
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