THE NPD SPEED-MARKET SUCCESS RELATIONSHIP: A META-ANALYSIS

Murray R. Millson and Dave Wilemon ()
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Murray R. Millson: California State University, Monterey Bay, Professor of Marketing, College of Business, 100 Campus Center, Seaside, CA 93955, USA
Dave Wilemon: Syracuse University, Emeritus Professor of Innovation Management & Entrepreneurship, Innovation Management Program, Whitman School of Management, Syracuse, NY 13244, USA

International Journal of Innovation Management (ijim), 2019, vol. 23, issue 06, 1-27

Abstract: This study explores the relationship between new product development (NPD) process speed, as an independent variable, and the perceived market success of products resulting from these NPD processes, as a dependent variable. This is the first meta-analysis that examines the impact of NPD speed on NPD success/performance. This study extends existing research by analysing NPD speed and NPD success correlations found in papers published between 1980 and 2017. The primary research question examined in this study is “Is there a consistent, linear relationship between NPD speed and NPD success/performance across studies?”. To address this question, correlation coefficients related to the relationship between NPD speed and NPD success/performance were gathered from published journal papers. The meta-analytic data gathered during this study resulted in a total of 2,840 individual, correlational relationships. Based on a meta-analytical examination of this data, it was found that the sample data for this study did not represent a single population of correlational relationships. Research implications, limitations, and research directions are provided in this study.

Keywords: New product development process speed; new product performance; new product market success; NPD; NPD acceleration; meta-analysis (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1142/S1363919619500579

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