PRODUCT OFFERING AS PART OF THE NPD PROCESS IN TECHNOLOGY COMPANIES

Matti J. Haverila ()
Additional contact information
Matti J. Haverila: Sharhah, United Arab Emirates

International Journal of Innovation Management (ijim), 2012, vol. 16, issue 01, 1-22

Abstract: We present an exploratory investigation of how managers conceptualize and perceive the product offering effort variables in successful and unsuccessful New Product Development (NPD) projects, and explore the role that product offering effort variables play in differentiating between successful and unsuccessful NPD outcomes. Our findings indicate that managers rely on two broad types of product offering factors, "product effort" and "price/cost effort", during the NPD process so that there are differences in metric equivalence across successful and unsuccessful NPD projects. Also, although all product effort variables, but none of the price/cost efficiency variables, are positively related to NPD success, managers in Finnish technology companies attach somewhat lower relative importance to product offering variables in comparison to studies of NPD intelligence in other countries. Limitation and practical implications are discussed.

Keywords: New product development (NPD); technology products; managerial conceptualisation; product offering effort (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S136391961100360X
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijimxx:v:16:y:2012:i:01:n:s136391961100360x

Ordering information: This journal article can be ordered from

DOI: 10.1142/S136391961100360X

Access Statistics for this article

International Journal of Innovation Management (ijim) is currently edited by Joe Tidd

More articles in International Journal of Innovation Management (ijim) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().