 Exploring the dual effect of effectuation on new product development speed and qualityLiang Wu, Heng Liu and Kun Su Journal of Business Research, 2020, vol. 106, issue C, 82-93 Abstract: Existing research provides mixed insights concerning the impact of effectuation on new product advantages. We address these contradictions by highlighting the dual nature of the relationship between effectuation and new product advantages. By arguing that effectuation differentially affects two types of new product advantages, namely new product development (NPD) speed and new product quality (NPQ), we hypothesize that effectuation is positively related to NPD speed but has an inverted U-shaped relationship with NPQ. Moreover, we reveal that competitive intensity strengthens the relationship between effectuation and these two types of new product advantages. Using a questionnaire survey of 180 sample firms in China, we test and find strong support for our hypotheses. This study highlights trade-offs in new product advantages associated with effectuation and provides important theoretical and managerial implications. Keywords: Effectuation; New product advantages; NPD speed; New product quality; Competitive intensity (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:106:y:2020:i:c:p:82-93 DOI: 10.1016/j.jbusres.2019.09.016 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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