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Une approche cognitive des facteurs de réussite des nouveaux produits

Author

Listed:
  • F. Salerno

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

  • C. Benavent

Abstract

Dans la continuité des travaux de recherche visant à identifier les facteurs clés de succès des nouveaux produits, cet article propose une perspective théorique et méthodologique qui considère les facteurs mesurés non pas comme des approximations de facteurs objectifs, mais comme la manière dont les managers se représentent la réalité. Afin de développer cette perspective, un cadre général d'étude est tracé dans lequel les structures cognitives des responsables marketing sont situées. Sur cette base et par une enquête par questionnaire, un modèle de structure cognitive est construit puis testé par la méthode LVPLS.

Suggested Citation

  • F. Salerno & C. Benavent, 1991. "Une approche cognitive des facteurs de réussite des nouveaux produits," Post-Print hal-02014547, HAL.
    • Handle: RePEc:hal:journl:hal-02014547
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    Cited by:

    1. Faïz Gallouj, 1994. "Les déterminants de l'innovation dans les activités de conseil," Post-Print halshs-01114036, HAL.

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