One of the key differentiators between successful and unsuccessful new product development projects is a strong market orientation. Companies that are market-driven and customer-focused tend to perform better because they align their product development efforts with the actual needs and preferences of their customers. This approach helps in creating products that have a higher likelihood of market acceptance and success. On the contrary, micro-managing by senior management, frugal resource investment at the expense of execution quality, and reactive jumping to execution without thorough pre-development homework often lead to poor outcomes.
Thus, the correct answer is B: A strong market orientation: market driven, customer focused.
References:
Cooper, R. G. (2011). Winning at New Products: Creating Value Through Innovation. Basic Books.
Griffin, A., & Page, A. L. (1996). PDMA Success Measurement Project: Recommended Measures for Product Development Success and Failure. Journal of Product Innovation Management.