A RESOURCE-BASED STUDY OF NEW PRODUCT DEVELOPMENT: PREDICTING FIVE-YEAR LATER COMMERCIAL SUCCESS AND SPEED TO MARKET

Robert T. Keller ()
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Robert T. Keller: Department of Management, University of Houston, USA

International Journal of Innovation Management (ijim), 2004, vol. 08, issue 03, 243-260

Abstract: Hypotheses derived from a resource-based model of new product development were used to predict five-year later commercial success in the form of profitability and speed to market for a sample of 117 new products from four firms in different industries. The results found marketing capabilities to be the best predictor of profitability, and that technical capabilities and leadership capabilities were also significant predictors. Leadership capabilities were the only significant predictor of which products made it to market, and of speed to market. Implications for models of new product development and for its effective management are discussed.

Keywords: New product development; resource-based model; marketing capabilities; commercial success; speed to market (search for similar items in EconPapers)
Date: 2004
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DOI: 10.1142/S1363919604001040

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