The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive Companies
We present an exploratory investigation of how managers conceptualize and perceive ‘marketplace’ variables in successful and unsuccessful New Product Development (NPD) projects, and explore the role that marketplace variables play in differentiating between successful and unsuccessful NPD outcomes....
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| Format: | Article |
| Language: | English |
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Universidad Alberto Hurtado
2010-12-01
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| Series: | Journal of Technology Management & Innovation |
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| Online Access: | https://www.jotmi.org/index.php/GT/article/view/537 |
| _version_ | 1827968685781811200 |
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| author | Matti J. Haverila |
| author_facet | Matti J. Haverila |
| author_sort | Matti J. Haverila |
| collection | DOAJ |
| description | We present an exploratory investigation of how managers conceptualize and perceive ‘marketplace’ variables in successful and unsuccessful New Product Development (NPD) projects, and explore the role that marketplace variables play in differentiating between successful and unsuccessful NPD outcomes. Limitations and future research directions are also discussed.
Our findings indicate that managers perceive the marketplace in multiple ways during the NPD process and also that differences exist in metric equivalence across successful and unsuccessful NPD projects. Also, although half of the marketplace variables are positively related to NPD success, managers in Finnish technology companies appear to attach higher relative importance to market attractiveness rather than market competitiveness variables. Marketplace variables appear to be less important than in the Korean and Chinese samples, and much more important than in the Canadian sample in the Mishra et all study (1996), and similarly much more important than in the Cooper study (1979b).
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| first_indexed | 2024-04-09T18:26:35Z |
| format | Article |
| id | doaj.art-73f534330dde4f11a97e6bc9c27d575c |
| institution | Directory Open Access Journal |
| issn | 0718-2724 |
| language | English |
| last_indexed | 2024-04-09T18:26:35Z |
| publishDate | 2010-12-01 |
| publisher | Universidad Alberto Hurtado |
| record_format | Article |
| series | Journal of Technology Management & Innovation |
| spelling | doaj.art-73f534330dde4f11a97e6bc9c27d575c2023-04-11T20:02:29ZengUniversidad Alberto HurtadoJournal of Technology Management & Innovation0718-27242010-12-015410.4067/S0718-27242010000400010579The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive CompaniesMatti J. Haverila0American University of Sharjah, Sharjah, United Arab Emirates, 26666We present an exploratory investigation of how managers conceptualize and perceive ‘marketplace’ variables in successful and unsuccessful New Product Development (NPD) projects, and explore the role that marketplace variables play in differentiating between successful and unsuccessful NPD outcomes. Limitations and future research directions are also discussed. Our findings indicate that managers perceive the marketplace in multiple ways during the NPD process and also that differences exist in metric equivalence across successful and unsuccessful NPD projects. Also, although half of the marketplace variables are positively related to NPD success, managers in Finnish technology companies appear to attach higher relative importance to market attractiveness rather than market competitiveness variables. Marketplace variables appear to be less important than in the Korean and Chinese samples, and much more important than in the Canadian sample in the Mishra et all study (1996), and similarly much more important than in the Cooper study (1979b). https://www.jotmi.org/index.php/GT/article/view/537New product development (NPD)technology productsmanagerial conceptualizationmarketplace variables. |
| spellingShingle | Matti J. Haverila The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive Companies Journal of Technology Management & Innovation New product development (NPD) technology products managerial conceptualization marketplace variables. |
| title | The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive Companies |
| title_full | The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive Companies |
| title_fullStr | The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive Companies |
| title_full_unstemmed | The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive Companies |
| title_short | The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive Companies |
| title_sort | marketplace variables in successful and unsuccessful npd projects in technology intensive companies |
| topic | New product development (NPD) technology products managerial conceptualization marketplace variables. |
| url | https://www.jotmi.org/index.php/GT/article/view/537 |
| work_keys_str_mv | AT mattijhaverila themarketplacevariablesinsuccessfulandunsuccessfulnpdprojectsintechnologyintensivecompanies AT mattijhaverila marketplacevariablesinsuccessfulandunsuccessfulnpdprojectsintechnologyintensivecompanies |