Developing a steady stream of winning new products is no
easy task, however. New products fail at an alarming
rate, with only one-in-four development projects
becoming a commercial success. Thus many managers,
researchers and pundits have sought answers to the
age-old question: Why are some businesses so much more
successful at product development than the rest? The new
products benchmarking study examined 17 best-practice
topic areas, ranging from new product strategy through
to climate and culture. In this report summary
highlights are presented on several key topics – NPD
performance results achieved and the impact and role of
senior management. pdf