Network effects and new product success: strengthening product advantage, overcoming customer uncertainty?

2012 ◽  
Vol 6 (1) ◽  
pp. 1
Author(s):  
Susanna Winter
Keyword(s):  
Network Effects ◽  
New Product ◽  
New Product Success ◽  
Product Success ◽  
Customer Uncertainty

Innovativeness and new product success: insights from the cumulative evidence

2007 ◽  
Vol 35 (1) ◽  
pp. 35-52 ◽  
Author(s):  
David M. Szymanski ◽  
Michael W. Kroff ◽  
Lisa C. Troy
Keyword(s):  
New Product ◽  
New Product Success ◽  
Product Success ◽  
Cumulative Evidence

An Exploratory Investigation of Organizational Antecedents to New Product Success

1997 ◽  
Vol 34 (1) ◽  
pp. 107-116 ◽  
Author(s):  
Doug Ayers ◽  
Robert Dahlstrom ◽  
Steven J. Skinner
Keyword(s):  
Research And Development ◽  
Best Practice ◽  
New Product ◽  
Negative Influence ◽  
Perceived Effectiveness ◽  
New Product Success ◽  
Product Success ◽  
Relational Norms ◽  
Exploratory Investigation ◽  
New Product Research

The authors present a model that suggests that integration between marketing and research and development (R&D), managerial controls, and relational norms influences new product success. The model is tested with a sample of 115 engineers and marketing personnel involved in 19 new product projects for a multinational computer manufacturer. The results indicate that managerial controls influence integration, relational norms, and perceived effectiveness. Integration between marketing and R&D fosters stronger relational norms, perceived effectiveness, and new product success. Relational norms enhance perceptions of effectiveness, yet they have a negative influence on new product success. The authors conclude with a discussion of the implications of these findings for best practice in new product research and application.

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