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...Newness of products repositioning breakthroughs major new to product modifications world line extensions me too company as part corporate strategy markets existing market penetration development diversification the process opportunity identification reposition definition harvest idea generation life cycle management go no response analysis fine tuning marketing mix competitor monitoring defense innovation at maturity design identifying customer needs sales forecasting positioning engineering assessment segmentation introduction launch planning tracking testing advertising pretest prelaunch test impact superiority on success mkt share e t a r s c u minimal moderate maximal based study in bb robert g cooper winning measured using four factors whether it met or exceeded criteria for profitability level scale end three years and profit objectives early poor strong source...