scholarly journals Impact of Marketing Synergy on the New Product Results

2020 ◽  
pp. 37-51
Keyword(s):  
Empirical Study ◽  
Methodological Approach ◽  
New Products ◽  
Market Performance ◽  
New Product ◽  
Resource Theory ◽  
Success Factor ◽  
New Product Success ◽  
Product Success ◽  
The Impact

Studies reveal that marketing synergy is related to the market performance of new products, and thus is considered to be a fac­tor of their success. The goal of the article is to present results from an empirical study of the impact of marketing synergy on new prod­uct results in Bulgarian companies. The article outlines research on the resource theory as a base for the concept of marketing synergy, and presents different views of marketing synergy as a success factor in new product develop­ment. Marketing synergy is regarded as con­gruency between the existing marketing skills of the firm and the marketing skills needed to execute a new product initiative successfully. A methodological approach for research of the marketing synergy has been developed. Results of the empirical study reveal that there is a link between the level of marketing synergy and the indicators for measurement of new prod­uct results, but there isn’t a link between the level of marketing synergy and the level of new product success.

scholarly journals SENIOR MANAGEMENT SUPPORT FOR NEW PRODUCTS: ЕMPIRICAL FINDINGS FROM BULGARIA

2020 ◽  
Author(s):  
Krasimir Marinov ◽  
Keyword(s):  
Empirical Study ◽  
New Products ◽  
New Product ◽  
Senior Management ◽  
Management Support ◽  
Methodological Framework ◽  
New Product Success ◽  
Product Success ◽  
Study Results ◽  
The Impact

The purpose of this paper is to present the findings from an empirical study on the impact of company senior management support on the performance of the new products of Bulgarian companies. The paper considers the major studies on company senior management support and suggests a typology of these studies based on two criteria. A methodological framework for the research on company senior management support has also been substantiated. The empirical study results show that there is a relation between the degree of company senior management support and the degree of new product success as well as between the degree of company senior management support and the indicators measuring new products’ performance. The theoretical and practical contribution of the paper is related to the justification of the methodological framework for the research on company senior management support as well as to the results concerning the relation between senior management support and the success of new products.

scholarly journals Determinants of New Consumer Product Success or Failure in Nepal

2007 ◽  
Vol 3 (1) ◽  
pp. 70-77 ◽  
Author(s):  
Bed Nath Sharma
Keyword(s):  
New Products ◽  
Information Service ◽  
Distribution Channel ◽  
New Product ◽  
Wide Distribution ◽  
New Product Success ◽  
Market Growth ◽  
Product Success ◽  
Promotional Efforts ◽  
Main Determinants

This study is concerned to know the determinants of new product success or failure in Nepalese market. New product success or failure is measured financially. The main determinants of new product success are: product features, price, quality promotion, market information, service to customers, wide distribution channel etc. Most of the new products are sick or partially successful due to lower quality, high competition, improper pricing, weak promotional efforts, ineffective advertisement media, irregular supply of goods, financial inadequacy, insufficient market research, less beneficial to the users etc. Few new products are successful which is indicated by market growth, competitive position maintained, profitability etc.Journal of Nepalese Business Studies 2006/III/1 pp. 70-77

Impact of Organisational Culture on New Product Success: an Empirical Study of Spanish Firms

2017 ◽  
Vol 14 (4) ◽  
pp. 377-390 ◽  
Author(s):  
Julia C. Naranjo-Valencia ◽  
Daniel Jimenez-Jimenez ◽  
Raquel Sanz-Valle
Keyword(s):  
Empirical Study ◽  
New Product ◽  
Organisational Culture ◽  
New Product Success ◽  
Product Success

The influence of leadership styles on new product development performance: the moderating effect of product innovativeness

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chonlatis Darawong
Keyword(s):  
Leadership Styles ◽  
New Product Development ◽  
Transactional Leadership ◽  
New Product ◽  
Product Innovativeness ◽  
New Product Success ◽  
Content Type ◽  
Team Members ◽  
Product Success ◽  
The Impact

PurposeThis article aims to examine the impact of leadership styles on new product development (NPD) and how product innovativeness of NPD projects moderates this impact. The results reveal the implications of different product innovativeness for leaders of NPD projects in achieving successful outcomes.Design/methodology/approachData were collected through a questionnaire survey of NPD team members who were involved in NPD. Participants were employees from different departments, including research and development (R&D), quality control (QC), production and marketing. These individuals worked in innovative manufacturing industries such as automotive and auto parts and electronics.FindingsResults show that transformational leadership has a significantly positive effect on new product success and NPD speed, whereas transactional leadership has a significantly negative effect on both outcomes. Furthermore, the positive impact of transformational leadership on new product success for high innovativeness is stronger than for low innovativeness. In addition, the negative impact of transactional leadership on both new product success and speed for high innovativeness is stronger than for low innovativeness.Research limitations/implicationsFirst, the sample size was fairly small because of limited access to middle-level management and low willingness to share information involving the firms' production. Second, since both transformational and transactional leaderships are multidimensional, each dimension may affect performance in different ways. Third, the respondents were mainly from a single department which could omit varying perspectives.Practical implicationsThe research findings provide recommendations on how different leadership styles support team members to effectively perform NPD tasks in either high or low innovativeness.Originality/valueThis study extends the theory of leadership by providing a holistic understanding of how leadership styles affect NPD performance. It also extends the understanding of how the impact of two different leadership styles on NPD performance is moderated by product innovativeness.

scholarly journals Predicting New Product Success: Role of Product Category Related Perceptual Variables

1979 ◽  
Vol 4 (2) ◽  
pp. 135-147
Author(s):  
Subhash C. Mehta ◽  
Anil M. Pandya
Keyword(s):  
Decision Making ◽  
New Products ◽  
Product Category ◽  
New Product ◽  
Considerable Importance ◽  
New Product Success ◽  
Product Categories ◽  
Product Success ◽  
Decision Making Processes

Which new products a firm should introduce is a question of considerable importance. It is now well known that new products are difficult to introduce and often fail to to take off. It is also observed that, in certain categories, it is easier to enter the market with new products, while establishing them in other categories poses serious difficulties. This paper is concerned with the decision-making processes of consumers when faced with a new brand situation in a familiar product category. It relates intention to buy a new brand with a number of different perceptual variables regarding the product category and compares these relations across different product categories.

Cross-Functional Integration and New Product Success: An Empirical Investigation of the Findings

2008 ◽  
Vol 72 (6) ◽  
pp. 132-146 ◽  
Author(s):  
Lisa C. Troy ◽  
Tanawat Hirunyawipada ◽  
Audhesh K. Paswan
Keyword(s):  
New Product Development ◽  
Empirical Investigation ◽  
Meta Analysis ◽  
Functional Integration ◽  
Development Program ◽  
New Product ◽  
New Product Success ◽  
Analysis Techniques ◽  
Product Success ◽  
The Impact

Although cross-functional integration is often considered an important element in a successful new product development program, a great deal of variance exists in extant literature regarding how integration is defined and implemented and how relevant studies are conducted. The authors attempt to bring clarity to a diverse set of 25 studies that investigate cross-functional integration by empirically analyzing 146 correlations between integration and aspects of new product success. The authors examine the impact of 12 potential moderators that affect the integration–success link using meta-analysis techniques. The findings indicate that though cross-functional integration may indeed have a direct impact on success, the combination of integration with other variables may be of greater importance. Furthermore, because most of the nine variables that significantly affect the integration–success relationship are either managerially controlled or industry specific, the findings imply that firms should design cross-functional structures to maximize their effectiveness. Other variables that affect the integration–success relationship reflect researchers’ methodological decisions, suggesting that care should be taken when designing and interpreting the results of such studies. The authors discuss the implications of these findings and directions for further research.

Method Application in New Product Development and the Impact on Product Success

2015 ◽  
Vol 12 (04) ◽  
pp. 1550019 ◽  
Author(s):  
Marc Graner ◽  
Magdalena Mißler-Behr
Keyword(s):  
Product Development ◽  
New Product Development ◽  
New Products ◽  
New Product ◽  
Development Projects ◽  
Success Rates ◽  
Large Sample ◽  
Product Success ◽  
Successful Outcomes ◽  
The Impact

The purpose of this paper is to analyze the use of methods in new product development and their impact on product success. Based on a large sample totaling 410 development projects, we show which methods are used with the greatest frequency. For each method, we also highlight the differences in application between particularly successful and unsuccessful product development projects. Additionally, we identify methods whose adoption correlates strongly with the success of the developed product. Further, we examine which combinations of methods promise to deliver the most successful outcomes, thus showing how the success rates for new products can be improved systematically.

The Impact of Development Speed on New Product Success: A Meta-Analysis

2013 ◽  
Vol 357-360 ◽  
pp. 2574-2577 ◽  
Author(s):  
Peng Bin Gao ◽  
Bo Yu ◽  
Wei Wei Wu
Keyword(s):  
New Product Development ◽  
Positive Impact ◽  
Meta Analysis ◽  
New Product ◽  
New Product Success ◽  
Product Success ◽  
Research Level ◽  
Meta Regression Analysis ◽  
The Impact ◽  
The Relationship

Despite years of research on new product development suggesting that development speed is an important prerequisite for product success, the empirical results show conflicting conclusion. To offer much needed clarity, this study use a meta-analysis approach allowing the systematic integration of 45 empirical findings from existing research. The findings reveal that development speed has a positive impact on product success. Using subgroup analysis and meta-regression analysis, results show that the culture and industry characteristics, research level, informants and variables measurement are found to moderate the relationship between speed and new product success. These findings have important implications for further research.

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