The interplay between a product's innovativeness, the new product development (NPD) process, and the product's performance in the marketplace was examined. New product development activities such as strategic planning, market analysis, technical development and product commercialization, are the key determinants of new product success for both really new products and incremental products. For both of the products, the firms in the study do not place sufficient emphasis on product commercialization activities. The projects involving really new products do not place sufficient emphasis on strategic planning, while the incremental projects exhibit a relatively high level of proficiency in this area.
ASJC Scopus subject areas
- Strategy and Management
- Management of Technology and Innovation