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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제22권 제4호
- 발행연도
- 2012.1
- 수록면
- 290 - 309 (20page)
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초록· 키워드
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Accelerating time to market is widely viewed as a contributor to increased new product sales and profit performance. The new product literature also agrees that better performance of the activities related to product launch should result in improved product performance. Relatively less understood, however, is the important role played by launch timing. That is, the firm must choose the correct moment to launch the product with respect to the objectives of top management, distributors, and customers.
The emerging literature on this topic suggests a complex relationship between launch timing, launch activities, and new product performance. Based on the literature on market orientation, time-to-market acceleration, launch timing, project management leadership, and cross-functional integration, we develop a conceptual model of new product performance. We empirically test the model using data from US-based product managers. We find that market orientation, cross-functional integration, and leadership style are significant antecedents to timing and speed to market as well as to launching activities proficiency, both of which lead to improved new product performance.
We conclude with managerial recommendations and implications.
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참고문헌 (25)
참고문헌 신청
Ali, A. / 1995 / Product innovativeness and entry strategy: Impact on cycle time and break-even time / Journal of Product Innovation Management 12 : 54 ~ 69
Ali, A. / 2000 / The impact of innovativeness and development time on new product performance for small firms / Marketing Letters 11 : 151 ~ 163
Allen, T. J. / 1980 / R&D performance as a function of internal communication, project management, and the nature of the work / IEEE Transactions on Engineering Managemen
Atuahene-Gima, K. / 1995 / An exploratory analysis of the impact of market orientation on new product performance: A contingency approach / Journal of Product Innovation Mana
Ayers, D. / 1997 / An exploratory investigation of organizational antecedents to new product success / Journal of Marketing Research 34 : 107 ~ 116
Ali, A. / 2000 / The impact of innovativeness and development time on new product performance for small firms / Marketing Letters 11 : 151 ~ 163
Allen, T. J. / 1980 / R&D performance as a function of internal communication, project management, and the nature of the work / IEEE Transactions on Engineering Managemen
Atuahene-Gima, K. / 1995 / An exploratory analysis of the impact of market orientation on new product performance: A contingency approach / Journal of Product Innovation Mana
Ayers, D. / 1997 / An exploratory investigation of organizational antecedents to new product success / Journal of Marketing Research 34 : 107 ~ 116
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