An Empirical Exploration of the New Product Process Proficiency--New Product Success Relationship

This study explores the relationship between new product market success and the proficiency with which various stages, as opposed to individual activities, of the new product development (NPD) process are performed. Therefore, this research addresses three major research questions: (1) During which stage(s) of the NPD process does R&D/manufacturing have the greatest impact on new product market success? (2) During which stage(s) of the NPD process does marketing have the greatest impact on new product market success? (3) How do the contributions of R&D/manufacturing and marketing align in the development of new products? The study sample consists of 131 new product projects from the medical devices, electrical equipment, and heavy construction equipment industries. This study was based on a random sample of the firms operating in these three industries. Study data suggest that R&D/manufacturing and marketing impact new product success at different times during the NPD process. This data supports the need for cross-functional integration between R&D/manufacturing and marketing. Recommendations are provided for NPD managers based on study findings.