"The definitive reference guide for developing, launching, and rolling out a new product Each year, thousands of new products are introduced to market. Most fail. What's worse is it doesn't have to be this way. The fact is product failure is rarely the result of either a lack of need or desire...

This dissertation investigates important and cutting-edge issues surrounding new product development failure and its consequences for market values of innovation-driven firms. Although a substantial body of literature demonstrates that new product development failure harms some companies more...