Exploring the NPD strategy development proficiency – new product market success relationship: a study of mediation and moderation

This research examines the impact of New Product Development (NPD) strategy development proficiency on new product market success. We obtained data from firms in three industries to evaluate five research questions that address the associations among four salient NPD constructs, including NPD strategy development proficiency, R&D/technical proficiency, new product market success and market dynamism. We found that R&D/technical proficiency significantly mediates the strategy development proficiency – new product market success relationship. We also found that market dynamism neither moderates the NPD strategy development proficiency – new product market success relationship nor the R&D/technical process proficiency – new product market success relationship. We provide managerial implications from our research.