Succeeding at product development involves more than avoiding failure

Axel Johne

European Management Journal, 1996, vol. 14, issue 2, 176-180

Abstract: While product development is important in many companies, it is often approached in a constrained way. There are two main reasons for this. First, product development options are frequently viewed very narrowly; second, for personal reasons, many managers seek to avoid mistakes with new products rather than using them as a means for exploiting market potentials to the full. A schema is advanced for widening the role of product development and suggestions are made on how product development thrusts can be sharpened.

Date: 1996
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