GREEN, KIMBERLY; RAMAN, ROOPA - In: International Journal of Innovation Management (ijim) 18 (2014) 05, pp. 1450038-1
This study investigates the average levels of product advantage and innovativeness across the products in the firm's new product development (NPD) portfolio. Launch rate is defined as the percentage of products with a "launch" versus a "discontinued" outcome. A dataset of drug development...