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THE IMPACT OF NEW PRODUCT STRATEGIES OF AUSTRALIAN FIRMS
Abstract
The more information available regarding elements of successful product innovation strategies, the more able are the managers of Australian industry to meet the challenges and opportunities ofthe international marketplace. To provide some understanding ofthe new product strategies of Australian firms, research was undertaken to determine performance results achieved by 108 firms in their new product programs, to determine whether firms' performance results are linked to their new product strategies, and to analyze the implicationsfor product innovation management. The results indicate the importance of types of products developed, types of markets sought, technological and production strategies and nature and orientation of the firms' new product programs as elements of successful product innovation management.
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NOTES AND REFERENCES
See Department of Industry, Technology and Commerce, Innovation for the 1990's: New Challenges for Technology Policy and Strategy Australian Government Publishing Service (AGPS), Canberra, 1988; L. Dwyer and R. Mellor ‘Product innovation activities in Australian manufacturing industry’, Prometheus, 8, June 1990a, pp. 129–148.
For a discussion of the determinants of successful product innovation see R. Cooper ‘New product strategies: What distinguishes the top performers?’, Journal of Product Innovation Management, 2, 1984, pp. 151–164.
See, for example, P. Link, ‘Keys to new product success and failure’, Industrial Marketing Management, 16, 1987, pp. 109–118; L. Dwyer and R. Mellor, 1990a, op cit; L. Dwyer and R. Mellor, ‘New product strategies of high technology firms’, Asia Pacific International Management Forum, 16, 1, 1990b, pp. 5–11; L. Dwyer and R. Mellor, ‘New product process activities and project outcomes’, R&D Management, 21, 1, January 1991a, pp. 31–42; L. Dwyer and R. Mellor, ‘Organisational environment, new product process activities and project outcomes’, Journal of Product Innovation Management, 9, 1, March 1991b, pp. 39–48; L. Dwyer and R. Mellor, ‘Corporate environment and the proficiency of new product process activities’, Technovation, 11, 2, 1991c, pp. 63–78.
See, for example, R. Cooper, ‘The impact of new product strategies’, Industrial Marketing Management, 12, 1983, pp. 243–256; R. Cooper, ‘Overall corporate strategies for new product programs’, Industrial Marketing Management, 14, 1985, pp. 179–193.
Pioneers of an appropriate framework include N. Nystrom, ‘Company strategies for research and development’, in M. Baker (ed.), Industrial Innovation, New York, Macmillan, 1979; A. Kantrow, ‘The strategy-technology connection’, Harvard Business Review, July---August 1980, pp. 6–21; C. M. Crawford, New Products Management, Richard D. Irwin, Chicago Ill., 1986; R. Cooper, ‘New product success in industrial firms’, Industrial Marketing Management, 11, 3, 1982, pp. 215–223.
Different performance measures are discussed in R. Cooper, 1983, op cit; D. Collier, ‘Measuring the performance of R&D departments’, Research Management, March 1977, pp. 30–34; D. Hopkins, ‘New product winners and losers’, Conference Board Report No.773, 1980.
The conceptual framework is based on R. Cooper ‘The performance impact of product innovation strategies’, European Journal of Marketing, 18, 6/7, 1984, pp. 3–53.
See Cooper, 1983, op. cit.
Cooper, 1983, op. cit.
See L. Dwyer and R. Mellor, 1990b, op. cit.