Perspective: New Product Failure Rates: Influence of Argumentum ad Populum and Self‐Interest

Volume: 30, Issue: 5, Pages: 976 - 979
Published: Sep 1, 2013
Abstract
A persistent myth in product innovation and management is that the failure rate of new products is 80% or higher. How does this false idea continue to displace the conclusions of empirical studies since 1977 that the new product failure rate is 40% or less? We examine the influence of a fallacy that encourages people's unthinking acceptance of ideas on new product failure rates and whose appeal rests primarily on an emotional, rather than a...
Paper Details
Title
Perspective: New Product Failure Rates: Influence of Argumentum ad Populum and Self‐Interest
Published Date
Sep 1, 2013
Volume
30
Issue
5
Pages
976 - 979
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