Bottom-Line Business Results From Creating a More Innovative Effective Research Culture

摘要

Many studies have shown that in spite of the innumerable changes in NBD thinking in the last 50 years, in spite of all of the NBD staged-gate processes that have been put in place, and in spite of the many studies of NBD success factors, the overall odds of success at the commercial launch stage have remained essentially unchanged. Only sixty percent of new product launches succeed, or one out of 1.7 launches. Further, these success rates from launch are virtually identical to the success rates reported in the 1950's and 1960's.