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This study of the correlates of new product success and failure in small entrepreneurial high‐technology firms revealed several counterintuitive findings. Chee Meng Yap and William Souder report results that reflect the unique nature of such firms, suggesting that to maximize their successful new product introductions these firms must adopt strategies very different from those used by large organizations. Based on these results, detailed prescriptions are presented for small firms in managing their new product development and marketing efforts.
Yap et al. (Tue,) studied this question.
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