Perspective: New Product Failure Rates: Influence of Argumentum ad Populum and Self‐Interest
作者： George Castellion , Stephen K. Markham
DOI: 10.1111/J.1540-5885.2012.01009.X
关键词:
摘要: A persistent myth in product innovation and management is that the failure rate of new products 80% or higher. How does this false idea continue to displace conclusions empirical studies since 1977 40% less? We examine influence a fallacy encourages people's unthinking acceptance ideas on rates whose appeal rests primarily an emotional, rather than reasoned, argument. Self-interest also plays major role keeping alive.
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