Reviews of market drivers of new product performance: Effects and relationships
Kuen-Hung Tsai
National Taipei University
Chi-Tsun Huang
National Kaohsiung First University of Science and Technology
Mu-Lin Tsai
Takming University of Science and Technology
Introduction
Understanding the market drivers of new product performance is an important issue in market management. The volume of scholarly research on this issue has exploded over the past three decades. Several researchers have consolidated the empirical findings in the new product literature to assess the generalisability of the relationships among the market predictors and new product performance (e.g. Henard & Szymanski 2001; Pattikawa et al....