The purposes of this study are to identify variables for new product launching in the high-tech market and to give the practical implications to firms in implementing Go/Kill decision making in order to save the resource. Launching is typically the most costly and risky stage of the new product process. It's cost and risk may exceed the combined one's of all the previous stages until the launching stage. Even for well-managed new product processes, there is still an expected failure rate of 30% for new products at launching stage. Therefore Go/Kill decision making for high-tech product launching becomes very important and it is better to make the decision early because of the large risk and investment at an early stage. Base on the proposed research model and proposition, many kinds of variables can be reduced to 9 critical variables for semiconductor industry. Specifically, 9 critical variables are analyzed to make the best decision making go/kill new product launching.
The major findings are as follows: (1) Many variables influencing to Go/Kill decision making can be reduced by grouping and selection of variables. Selected variable directly influences the launching performance. (2) Critical variables, derived by correlation analysis and factor analysis, resulted in the cutoff point for go/kill decision making by using statistical tools including discriminant analysis and so on. (3) This research can be expanded to other industry if some appropriate variables are selected reflecting the characteristic's of certain industry.
