Critical development activities for really new versus incremental products

X. Michael Song, Mitzi M. Montoya-Weiss

Research output: Contribution to journalArticle

366 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)124-135
Number of pages12
JournalJournal of Product Innovation Management
Volume15
Issue number2
DOIs
StatePublished - Mar 1998

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation

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