Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,6, University of Cooperative Education Mannheim (Institut für Wirtschaft), course: "International Business Administration", 12 entries in the bibliography, language: English, abstract: In the last decades the way of doing business around the world has changed more than ever before. In our times it is not only important for companies to have a few products which sell good but to come up with successful new products from time to time. Especially in the consumer goods sector this applies very strongly. With shorter product-life-cycles companies are forced to change and invent new products or they will get pushed out of the market. The fact that customer preferences change very fast and the progress in technology is faster than ever along with the information being available better and more rapid is putting pressure on companies to come up with new products over and over again (Akgün, 2004, p. 1). Coming up with ideas for new products alone does not guarantee company performance to be above average. It is only by successful launches of new products that companies are able to turnover and profits. This is were the main problem is based.Many products are brought to market every year but only a small number of them is seen as being successful. The many failures that come up are very expensive for companies since they might involve a lot of costs for research and development, market research, employees involved in the development and other types of cost related to New Product Development. According to Kotler et al. (2002, p. 500) a study estimated that new consumer packaged goods fail at a rate of 80 per cent.Companies that try to stay competitive ask themselves what they can do to create successful new products. The factors that divide failures from successes are vital to managers around the world in order to stay in business. It is not always easy to understand the determinants that are crucial to the suc- cess of a product.
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