An examination of the moderation effects of NPD resource allocation and product innovativeness on the NPD stage process proficiency-new product market success relationship

Millson, Murray R.

doi:10.1504/ijtip.2012.048474

Cited by 3 publications

(4 citation statements)

References 28 publications

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“…The handling of all these presented factors, including the development of a good product, requires a professional management of processes. This link between general management factors and new product performance has been confirmed by several studies (Kuhn 2007;O'Dwyer and Ledwith 2008;Calantone, Di Benedetto and Song 2011;Millson 2012). Considering the presented results, science revealed the strong and relevant aspects that administrational efficiency and proficiency has on new product performance.…”

Section: Literature Reviewsupporting

confidence: 83%

Link between digitalization and new product launch

Salmen

Ryglová²

2021

SIER

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Digital transformation and new product success are critical factors for companies’ competitiveness. Does a link exist between digitalization measures within companies, and their new product success? A former study among trading companies has diagnosed a link already. However, as only limited to trading business and a small sample, results stay little robust. Further research is needed. Therefore, the question of this work is, if this link also exists within B2B industrial firms, hypnotising that the link should also be there. Therefore, empirical data among 1.000 production firms in Germany has been gathered with a huge panel survey. Current times are described by high competition and fast changing trends. Companies’ abilities to innovate is therefore a result and a necessary ability to encounter the threat of being outperformed by competitors. Research on this subject therefore closes a relevant scientific gap. This article enlarges the knowledge gathered from a first survey among traders, with a bigger survey among industrial firms. The method of this work is to collect data within German B2B industrial firms and to run a correlation and regression analysis to answer the question, if companies who took relevant digitalization measures, report also higher new product success and compare the results to the previous study among trading firms. The study confirms the previously found link as well for industrial firms. Companies who take digitalization measures, can take profit from them by a higher success of new products.

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Section: Literature Reviewsupporting

confidence: 83%

Link between digitalization and new product launch

Salmen

Ryglová²

2021

SIER

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“…The handling of all these presented factors also shows that the professional management of the launch process is a relevant success driver. The link between general management factors and new product performance has been confirmed by several studies (Kuhn, 2007;O'Dwyer and Ledwith, 2008;Calantone, Di Benedetto and Song, 2011;Millson, 2012). Taking into account the presented results, science revealed the strong and relevant aspects that administrational efficiency and proficiency has on new product performance: Administrational proficiency, coordination between different sales channel partners and divisions within the company, and tools that simplify working processes of the R&D process are important factors in that aspect.…”

Section: Literature Reviewsupporting

confidence: 74%

Does digitalization boost companies‘ new product launch success?

Salmen

2021

SIER

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Digitalization and new product launch are two important topics which have been proved to have large input on companies’ success. Digitalization, because it can boost productivity, diminishes cost and raises effectiveness. New product launch, because innovation success guarantees high product margins and helps to avoid existence-threatening price competition in commoditized product markets. However, regarding shorter product life cycles, the ability to innovate and launch new products successfully, becomes an evident driver of companies’ success. Can digitalization with its described effects help to raise new product launch success? Are companies who obtain a higher level of digitalization degree, more successful concerning new product launch results? Although this question is a relevant topic to marketing and strategic management, there has not been research on that topic. Thus, research on that subject would close a relevant gap in science. In that sense, the objective of this article is to reveal the link between digitalization and new product launch success.This question is highly relevant before the background of the fourth industrial revolution, driven by the digitalization of business. Nevertheless, this specific question has never been asked. Also, no construct exists which allows to operationalize and measure the amount of the digitalization degree related to those digitalization measures that are relevant for new product success (= the relevant digitalization degree). This study is a first attempt to open the new field of links between digitalization and new product success. Therefore, the correlation between new product launch success and digitalization degree of German B2B traders has been inspected on the basis of an empirical survey.

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“…Kuhn (2007) finds a link between the motivation of the management, the extent of internal cooperation and market orientation and product success. O'Dwyer and Ledwith (2008) also confirm the link between proficiency and new product success confirmed also by another study (Millson, 2012). It seems to be logical that if company management is motivated and cooperation in the company is high, the level of proficiency is higher.…”

Section: Managementmentioning

confidence: 68%

“…Kuhn (2007) finds an indirect link, as the management support given to the launch team, has a positive impact on the new product success. The study of Calantone, Di Benedetto, and Song (2011) and Millson (2012) find links between business unit resources, launch execution/ new product development performance and new product performance. Together with the conclusions from the other mentioned studies and topics, it seems to be logical to conclude that the resource equipment is a success factor but the resources should at first be invested into the execution of launch measures, timing and coordination.…”

Section: Resourcesmentioning

confidence: 99%

New Product Launch Success: A Literature Review

Salmen¹

2021

Acta Univ. Agric. Silvic. Mendelianae Brun.

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This review article deals with the current state of knowledge on the topic of launching new products on the market and the success factors that constitute launch success. As things stand today, it can be stated that the existing research work already covers a broad range of topics and that there is an extended pool of relevant results, which, however, appear rather confusing for the most part due to the lack of comparability of methods and indicators and a large number of specific topics dealt with. It also reveals many gaps of science for future research. The method of this article uses integrative review approach with elements of semi-structured methods to analyse the content of studies concerning the research topic and is thus providing an up-to-date overview of the object of research, which reflects the state-of-the-art on questions relevant to practice and science. Therefore, databases like Google scholar and the university catalogues of the university in Dortmund and Cologne have been used, focussing only on sources that were also listed in Scopus and the Web of Science. The current change through megatrends like the digitalization is also taken into account. Literature on this topic is evaluated to determine the influence of current and future megatrends on the optimal design of product launches. The result is that on the one hand there is already a secure pool of success factors, best-practice methods, typologies and investigation of phenomena encompassing the product launch. On the other hand, the introduction of products to the market is a complex process whose orientation towards the maximum prospects of success must be individually aligned to the respective specifics of the market, product, business model and target group (internal and external), so that there can be no general recipe for success, which applies to every situation. The new opportunities provided by digitisation will also play a key role in this respect.

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An examination of the moderation effects of NPD resource allocation and product innovativeness on the NPD stage process proficiency-new product market success relationship

Cited by 3 publications

References 28 publications

Link between digitalization and new product launch

Link between digitalization and new product launch

Does digitalization boost companies‘ new product launch success?

New Product Launch Success: A Literature Review

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