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
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.
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