Canonical Correlation Analysis of Unobservable Relationships in the New Product Process
R&D Management, Vol. 20, No. 1, pp. 2-21, January 1990
Posted: 20 Apr 2006
Previous studies of success and failure in new product development have examined the effects of numerous variables upon new product outcomes. Some of these variables are controllable by the firm; many are not. This study employs canonical correlation analysis to investigate the nature of the interactions within and between two sets of variables (controllable and environmental) in the new product process. Several insightful implications for new product management are obtained and presented. Among these is the need for production and marketing synergy in new product development.
Keywords: New product development, canonical correlation analysis, product success and failure, product innovation, Project Newprod
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