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Organisational, Technical and Marketing Antecedents for Successful New Product Development

R&D Management, Vol. 23, No. 4, pp. 337-351, October 1993

Posted: 18 Apr 2006  

Roger Calantone

Michigan State University

Anthony Di Benedetto

Temple University

Richard Divine

Central Michigan University - Department of Marketing and Hospitality Services Administration

Abstract

Previous research in new product development has examined the role of organizational structure and marketing and technical skills and activities in encouraging successful innovation. This study examines the role played by organizational structure in supporting the marketing and technical/production activities in new product development, and direct and indirect effects of all of these antecedents on new product success. The goal of the study is to observe which factors lead to product success and to determine how they interconnect. Implications for new product management are provided in the concluding section.

Keywords: New product development, product innovation, organizational structure, marketing, production, product success.

Suggested Citation

Calantone, Roger and Di Benedetto, Anthony and Divine, Richard, Organisational, Technical and Marketing Antecedents for Successful New Product Development. R&D Management, Vol. 23, No. 4, pp. 337-351, October 1993. Available at SSRN: https://ssrn.com/abstract=896083

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

Richard Divine

Central Michigan University - Department of Marketing and Hospitality Services Administration ( email )

Mt. Pleasant, MI
United States

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