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...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	Haverila,Matti
Lenguaje:	English
Publicado:	Universidad Alberto Hurtado. Facultad de Economía y Negocios 2010
Materias:	New product development (NPD) technology products managerial conceptualization marketplace variables
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242010000400010
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:scielo:S0718-27242010000400010
record_format	dspace
spelling	oai:scielo:S0718-272420100004000102011-03-22The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive CompaniesHaverila,Matti New product development (NPD) technology products managerial conceptualization marketplace variables 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 al. study (1996), and similarly much more important than in the Cooper study (1979b).info:eu-repo/semantics/openAccessUniversidad Alberto Hurtado. Facultad de Economía y NegociosJournal of technology management & innovation v.5 n.4 20102010-12-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242010000400010en10.4067/S0718-27242010000400010
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	New product development (NPD) technology products managerial conceptualization marketplace variables
spellingShingle	New product development (NPD) technology products managerial conceptualization marketplace variables Haverila,Matti The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive Companies
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 al. study (1996), and similarly much more important than in the Cooper study (1979b).
author	Haverila,Matti
author_facet	Haverila,Matti
author_sort	Haverila,Matti
title	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_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_sort	marketplace variables in successful and unsuccessful npd projects in technology intensive companies
publisher	Universidad Alberto Hurtado. Facultad de Economía y Negocios
publishDate	2010
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242010000400010
work_keys_str_mv	AT haverilamatti themarketplacevariablesinsuccessfulandunsuccessfulnpdprojectsintechnologyintensivecompanies AT haverilamatti marketplacevariablesinsuccessfulandunsuccessfulnpdprojectsintechnologyintensivecompanies
_version_	1714203206149472256

The Marketplace Variables in Successful and Unsuccessful NPD Projects in Technology Intensive Companies

Ejemplares similares