How common is new product failure and when does it vary?

Volume: 32, Issue: 1, Pages: 17 - 32
Published: Jan 14, 2021
Abstract
This study aims to explore how common new product failure is in consumer packaged goods (CPG) categories and investigate the conditions in which the new product failure rate varies. This study analyzes 83,719 new stock-keeping units (SKUs), which were introduced over 8 years (2002–2009) across 31 CPG categories in the USA. Failure is the permanent cessation of sales, which is measured in consumer panel data. We find that one in four (25%) new...
Paper Details
Title
How common is new product failure and when does it vary?
Published Date
Jan 14, 2021
Volume
32
Issue
1
Pages
17 - 32
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