HOW PRODUCT DEVELOPMENT INFLUENCES PRODUCT EVALUATION
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 4
Abstract
New product development and evaluation is a part of the modern marketplace, and the need for independent third-party evaluations of new products is already established. This study examines how these types of evaluators view the similarities and differences between goods at three levels of product development: invention, innovation and commercialization. Using an instrument created by Udell, O’Neill, and Baker (1977), the authors find that 28 of 39 criteria are able to correctly classify almost 95 percent of the study’s cases and that these criteria can be grouped into seven factors describing both the potential downside of product acceptance and the skills needed to establish a product on the market. These 28 criteria seem to be assessed in a similar manner by evaluators, at least in part, with stage of development in mind, and the evaluator's ratings indicate commonalities between products at these three levels in terms of product and firm quality.
Authors and Affiliations
Stephen C. Jones, Tami L. Knotts and Gerald G. Udell
Keywords
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