Executive Summaries

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One study estimates that only 3 per cent of new product development projects go on to produce commercial successes. Here, the authors point the finger of blame on managers' lack of investment in four key learning activities: searching, processing, codifying and practising. Looking at 41 exploratory initiatives in three insurance firms (of which 16 were adjudged successes), this article offers a clear exposition of the importance of these activities. They offer a clear comparison between two similar cases - both attempt novel web-selling methods which linked insurance and used-car sales - to show how one was developed and tested in Australia, and then successfully rolled out across the Asian market, while the other, a failure, was dropped after 18 months, as a good example of 'how not to do it'.

机译：一项研究估计，只有3％的新产品开发项目会继续取得商业成功。在此，作者将责任归咎于经理缺乏对四个关键学习活动的投入：搜索，处理，编纂和实践。通过对三家保险公司的41项探索性计划（其中16项是成功的断定）进行了考察，本文清楚地说明了这些活动的重要性。他们提供了两个相似案例之间的清晰比较-两者都尝试了将保险和二手车销售联系起来的新颖的网络销售方法-展示了其中一个是如何在澳大利亚开发和测试的，然后成功地在整个亚洲市场推广的失败后的18个月便被删除，作为“如何不做”的一个很好的例子。

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《Long Range Planning》 |2007年第1期|p.6-8|共3页
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收录信息美国《科学引文索引》(SCI);美国《工程索引》(EI);
原文格式 PDF
正文语种 eng
中图分类自然科学总论;
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