IDENTIFYING NEW PRODUCT SUCCESSES IN CHINA

To examine the generalizability of the work of Cooper regarding the co rrelates of new product success and failure, Mark Parry and Michael So ng surveyed new product development managers at 129 state-owned enterp rises in the People's Republic of China. Their analysis of 258 reporte d product successes and failures indicated that relative product advan tage and the acquisition of marketing information were highly correlat ed with new product success, just as in Canada. In addition, several f actors not significantly correlated with success in Canadian firms eme rged as significant correlates of success in the PRC. These included t he level of competitive activity, the timing of the product launch, an d the level of proficiency in executing activities in the early stages of the product development process.