What Do We Know about New Product Idea Selection?
نویسنده
چکیده
The strength of the emotional feeling implicit in the commonly used phrase “selecting the next killer app” powerfully summarizes the importance of new product idea selection. People in Silicon Valley often use this phrase to describe their enthusiastic pursuits of new successful software application ideas. Selecting new product ideas is important not only to high-tech firms but also to many other firms that are trying to discover their next killer products. However, because of the uncertainties and risks associated with new products, not many firms are able to select and introduce such products. Scholars in a wide range of disciplines such as decision sciences, engineering, finance, marketing, new product development, operations management and research, organizational science, R&D and others have developed various approaches that can be used in new product idea selection. In this paper, I review general approaches that have been developed in these disciplines and present them in an integrated framework. I outline key characteristics of each approach and highlight their main benefits and limitations. Based on what we know so far, I also offer a number of guidelines to managers to follow in the new product idea selection process.
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تاریخ انتشار 2002