| Revista: | Journal of technology management & innovation |
| Base de datos: | CLASE |
| Número de sistema: | 000330941 |
| ISSN: | 0718-2724 |
| Autores: | Haverila, Matti1 |
| Instituciones: | 1American University of Sharjah, School of Business and Management, Sharjah. Emiratos Arabes Unidos |
| Año: | 2010 |
| Volumen: | 5 |
| Número: | 4 |
| Paginación: | 121-136 |
| País: | Chile |
| Idioma: | Inglés |
| Tipo de documento: | Artículo |
| Enfoque: | Analítico, descriptivo |
| Resumen en inglés | 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) |
| Disciplinas: | Economía |
| Palabras clave: | Economía industrial, Desarrollo de productos, Innovación tecnológica, Estrategia de mercado, Administración de empresas |
| Texto completo: | Texto completo (Ver HTML) |
