The New-product Decision

From the Foreword: The relative importance of new products varies among industries and among companies in the same industry as well - the latter being largely a reflection of differing organizational structures and management styles ... This study was undertaken to take a close look at the new-product decision process as practiced in the participating companies, to identify (describe) the decisions made in the course of this process, and to analyze the respective information requirements in light of the actual use of the information. The researchers interviewed accounting and marketing personnel at 17 companies in the United States and Canada.