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The Npd Speed-Market Success Relationship: A Meta-Analysis

Author

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  • MURRAY R. MILLSON

    (California State University, Monterey Bay, Professor of Marketing, College of Business, 100 Campus Center, Seaside, CA 93955, USA)

  • DAVE WILEMON

    (Syracuse University, Emeritus Professor of Innovation Management & Entrepreneurship, Innovation Management Program, Whitman School of Management, Syracuse, NY 13244, USA)

Abstract

This study explores the relationship between new product development (NPD) process speed, as an independent variable, and the perceived market success of products resulting from these NPD processes, as a dependent variable. This is the first meta-analysis that examines the impact of NPD speed on NPD success/performance. This study extends existing research by analysing NPD speed and NPD success correlations found in papers published between 1980 and 2017. The primary research question examined in this study is “Is there a consistent, linear relationship between NPD speed and NPD success/performance across studies?”. To address this question, correlation coefficients related to the relationship between NPD speed and NPD success/performance were gathered from published journal papers. The meta-analytic data gathered during this study resulted in a total of 2,840 individual, correlational relationships. Based on a meta-analytical examination of this data, it was found that the sample data for this study did not represent a single population of correlational relationships. Research implications, limitations, and research directions are provided in this study.

Suggested Citation

  • Murray R. Millson & Dave Wilemon, 2019. "The Npd Speed-Market Success Relationship: A Meta-Analysis," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(06), pages 1-27, August.
    • Handle: RePEc:wsi:ijimxx:v:23:y:2019:i:06:n:s1363919619500579
    DOI: 10.1142/S1363919619500579
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    References listed on IDEAS

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    1. Jacob Goldenberg & Donald R. Lehmann & David Mazursky, 2001. "The Idea Itself and the Circumstances of Its Emergence as Predictors of New Product Success," Management Science, INFORMS, vol. 47(1), pages 69-84, January.
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    4. Murray R. Millson, 2013. "An investigation of the moderating influence of NPD speed on the organisational integration-new product market success and NPD process proficiency-new product market success relationships," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 17(4/5/6), pages 329-351.
    5. Krasimir Marinov, 2013. "Measuring Results of New Product Development," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 3, pages 106-117, September.
    6. Murray R. Millson & David Wilemon, 2010. "The Impact Of Changing Markets And Competition On The Npd Speed/Market Success Relationship," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 14(05), pages 841-870.
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