Full citation

Calantone, R.J., Schmidt, J.B., & Song, X.M. (1996). Controllable Factors of New Product Success: A Cross-National Comparison. Marketing Science, 15(4), 341.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: The article generates a list of factors associated with new product success which are deemed to be under the control of management, and then compares managers perceptions of these factors between the U.S. and China.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees), University

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers

Knowledge user level addressed by the literature: Individual

This article uses the Commercial Devices and Services version of the NtK Model

Primary Findings


  • Firms are advised to build appropriate new product development resources and expertise. Adequate marketing research, sales force, distribution, advertising, and promotional resources and skills, are required for proficiently conducting market assessment studies, testing and introducing products. Furthermore, technical resources and skills are positively linked with proficiency in conducting technical activities. Sufficient R&D and engineering resources and skills are related to proficiency in performing technical assessments, designing and manufacturing products.
    Case studies conducted on over over 600 new product launches in the U.S. and in China.
  • A higher proficiency in marketing and technical activities leads to a higher level of new product success.
    Case studies conducted on over 600 new product launches in the U.S. and in China.

Method: It is important to collect and assess market and competitive information in order to understand customer needs, wants and specifications for the product; to know customers' price sensitivity; to understand customers' purchase decisions; and to learn about competitors' strategies, strengths and weaknesses.
Case studies conducted on over 600 new product launches in the U.S. and in China.
Occurrence of finding within the model: Step 4.11, Step 4.13, Step 6.3, Step 6.1