Title: Exploring the NPD strategy development proficiency – new product market success relationship: a study of mediation and moderation
Author: Murray R. Millson, David Wilemon, Jongbae Kim
School of Business, California State University Monterey Bay, 100 Campus Center, 82A, Seaside, CA 93955, USA.
Whitman School of Management, Syracuse University, Syracuse, NY 13244, USA.
School of Management, Sungshin Women
s University, 249-1, Dongseon-dong, Seongbuk-gu, Seoul, 136-742, Korea
Abstract: This research examines the impact of New Product Development (NPD) strategy development proficiency on new product market success. We obtained data from firms in three industries to evaluate five research questions that address the associations among four salient NPD constructs, including NPD strategy development proficiency, R&D/technical proficiency, new product market success and market dynamism. We found that R&D/technical proficiency significantly mediates the strategy development proficiency – new product market success relationship. We also found that market dynamism neither moderates the NPD strategy development proficiency – new product market success relationship nor the R&D/technical process proficiency – new product market success relationship. We provide managerial implications from our research.
Keywords: NPD strategy; strategy development proficiency; new product development; R&D proficiency; process proficiency; market dynamism; research and development; new product markets; market success; technical proficiency.
Int. J. of Technology Intelligence and Planning, 2011 Vol.7, No.1, pp.54 - 77
Available online: 14 Jul 2011