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Predicting New Product Sales: The Post-Launch Performance of 215 Innovators

In: Managing Innovation What Do We Know About Innovation Success Factors?

Author

Listed:
  • Alfred Kleinknecht
  • Gerben Van Der Panne

Abstract

New product sales are hard to predict. Our analysis of sales performance two years after market launch reveals that three groups of factors do not increase the accuracy of predicting new product sales: (1) A firm’s general experience and experience with innovation; (2) High technological competences and strong knowledge networks; (3) Customer involvement in new product development. R&D managers should realise that experience with innovation as well as high technological competences, while possibly helpful during the development stage, do not necessarily enhance an accurate prediction of new product sales. Moreover, other than intuitively expected, networking can be ambiguous: It reduces uncertainty about future sales performance by providing information; but it may also enhance knowledge leaking to competitors, thus increasing probabilities of unexpected failure.

Suggested Citation

  • Alfred Kleinknecht & Gerben Van Der Panne, 2019. "Predicting New Product Sales: The Post-Launch Performance of 215 Innovators," World Scientific Book Chapters, in: Alexander Brem & Joe Tidd & Tugrul Daim (ed.), Managing Innovation What Do We Know About Innovation Success Factors?, chapter 5, pages 91-104, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781786346520_0005
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    2. Brazauskaitė Indrė & Auruškevičienė Viltė, 2017. "Moderating Role of Environmental Settings in Relationship Between Product Innovativeness and Its Performance During the Launch," Economics and Business, Sciendo, vol. 31(1), pages 44-54, August.
    3. Deligianni, Ioanna & Voudouris, Irini & Spanos, Yiannis & Lioukas, Spyros, 2019. "Non-linear effects of technological competence on product innovation in new technology-based firms: Resource orchestration and the role of the entrepreneur's political competence and prior start-up experience," Technovation, Elsevier, vol. 88(C).

    More about this item

    Keywords

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    JEL classification:

    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives

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