Virtual Reality Techniques in NPD Research
Philip J.Rosenberger IIIGeorgia State University and Leslie de ChernatonyOpen University Business School
Introduction
Managers are continually seeking new products and services. Yet, failure rates vary from 80% (Clancy & Shulman 1992; Miller 1993), to 40% (Davidson 1976). These vary because of issues such as definitions of what constitutes a new product, the sectors investigated, criteria for success and the time frames over which assessments were made. While the numbers vary, the consensus is that success rates are low.
From a database of over 1000 case studies, Cooper...