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This study investigates the relationship between product innovation strategies and new product success for N = 108 Australian firms. Five different types of strategies were identified. Interestingly, the different strategies had quite similar levels of reported success, suggesting that firms adapt their product innovation strategies to allow for industry and market conditions. Overall, however, the best-performing strategy appeared to consist of technical fit, attention to customer needs, and aggressive marketing.
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Dwyer et al. (1993) studied this question.
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