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Abstract The research seeks to identify different types or dimensions of new product success and the specific determinants of these different success types. Based on a sample of 125 companies, including 123 new product successes and 80 failures, three independent dimensions of success were found: financial performance, opportunity windows and market share. The determinants of success differ for the three performance dimensions. Managerial implications are discussed.
Cooper et al. (Wed,) studied this question.