Title: The new product quality/NPD performance relationship as mediated by NPD entry strategies

Authors: Murray R. Millson, David Wilemon

Addresses: California State University, Monterey Bay, School of Business, 100 Campus Center, Bldg. 82A, Rm. 110, Seaside, CA 93955, USA. ' Whitman School of Management, Syracuse University, Syracuse, NY, 13244, USA

Abstract: This study focuses on an investigation of the relationships among important dimensions of new product quality, new product development (NPD) technical proficiency, and the mediating effects of NPD entry strategies. The use of various entry strategies for the development of new products has special significance from a global perspective in that they can provide organisations alternative ways to develop and commercialise new products. Our research data was obtained from NPD managers primarily employed by US firms. We received 131 completed survey instruments. We found that a number of new product quality dimensions were significantly associated with the proficiency with which major NPD technical activities were performed. Our research also suggests that there is no difference in new product quality for new products produced by the various NPD entry strategies investigated when evaluated using eight major dimensions of product quality. Our findings suggest several implications for NPD management and theory.

Keywords: innovation; success; NPD entry strategies; mediators; technical proficiency; new products; NPD performance; new product development; commercialisation; quality performance; product quality.

DOI: 10.1504/IJEIM.2009.025674

International Journal of Entrepreneurship and Innovation Management, 2009 Vol.10 No.3/4, pp.280 - 306

Published online: 23 May 2009 *

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