The more information available regarding elements of successful product innovation strategies, the more able are the managers of Australian industry to meet the challenges and opportunities ofthe international marketplace. To provide some understanding ofthe new product strategies of Australian firms, research was undertaken to determine performance results achieved by 108 firms in their new product programs, to determine whether firms’ performance results are linked to their new product strategies, and to analyze the implicationsfor product innovation management. The results indicate the importance of types of products developed, types of markets sought, technological and production strategies and nature and orientation of the firms’ new product programs as elements of successful product innovation management.