Assessing the drivers and capabilities for faster product launch: a scale for time‐to‐market reduction in start‐ups

Renata de Oliveira Mota, Moacir Godinho Filho (), Gilberto Miller Devos Ganga, Jonhatan Magno Norte da Silva and Glauco Henrique de Sousa Mendes
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Renata de Oliveira Mota: UFPB - Universidade Federal da Paraiba / Federal University of Paraiba
Moacir Godinho Filho: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Gilberto Miller Devos Ganga: UFSCar - Federal University of São Carlos
Jonhatan Magno Norte da Silva: UFAL - Universidade Federal de Alagoas = Federal University of Alagoas
Glauco Henrique de Sousa Mendes: UFSCar - Federal University of São Carlos

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Abstract: The acceleration of new product development (NPD) and market introduction is essential for companies to maintain competitiveness, enhance customer base, and achieve financial success. While the existing literature addresses time‐to‐market (TTM) reduction factors in a scattered manner, focusing on aspects like supplier and customer involvement, leadership, and learning, there is a noticeable gap in construct development and measurement validation for TTM reduction, particularly in start‐up contexts. Addressing this gap, our research introduces and validates a comprehensive, hierarchical scale designed to measure both the drivers and capabilities associated with TTM reduction in start‐ups. This innovative scale broadens the scope of traditional constructs, incorporating emerging dimensions such as transformational leadership, experiential learning, agile methodologies, and dynamic marketing strategies. We used our dataset and structural equation modeling (SEM) to validate the proposed scale, comparing the effect of drivers and capabilities on TTM reduction and the role of companies' age on this relationship. This approach confirms the scale's reliability and highlights its versatility. This research holds significant implications for enhancing NPD endeavors in start‐up environments. Introducing a methodologically robust scale equips managers with a powerful tool for setting realistic goals, monitoring progress, and assessing capabilities and contextual factors to refine NPD processes. Furthermore, the scale serves as a benchmarking instrument for start‐ups, aiding them in attracting investments and achieving a competitive advantage. Our study, therefore, stands as an essential contribution to the strategic management of NPD in the dynamic and evolving landscape of start‐ups.

Date: 2024-04-15
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Published in R&D Management, 2024, 55 (1), pp.127-164. ⟨10.1111/radm.12688⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04975790

DOI: 10.1111/radm.12688

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