“…The importance of innovation in NPD is well recognised (Li and Atuahene-Gima, 2002;Nepal et al, 2008;Wind and Mahajan, 1997;Witell et al, 2014), in which the market share can be extended by generating a competitive advantage over the long-term (Chuang et al, 2014;Hinkkanen et al, 2013;Kerin et al, 1992;Lieberman and Montgomery, 1998;Naranjo-Valencia et al, 2011). A successful innovator, therefore, can outsell even superior late entrants, build a large market share, and enjoy a sustainable competitive advantage (Bowman and Gatignon, 1996;Calantone et al, 2010;Carpenter and Nakamoto, 1994;Robinson and Min, 2002;Shekar, 2011).…”