Strategic Givens In New Product Development

Understanding Curvilinear Effects On New Product Performance

Nicolas A. Zacharias, Ruth Maria Stock, Subin Im

Research output: Contribution to journalArticle

Abstract

Although top managers' direct influence on new product development (NPD) projects may not be evident, managers frame the conditions surrounding such projects by determining the strategic directions and managing the context for a firm's innovation activities. Drawing on strategic leadership theory and effectuation logic, this study proposes nonlinear effects of three important strategic givens determined by top managers that represent key levers to frame firms' NPD: customer orientation, encouragement to take risks, and autonomy. Multi-informant data from top-level marketing managers and project managers in multiple U.S. high-Tech industries indicate optimal levels for each strategic given. A moderate level of customer orientation is optimal for new product performance (inverted U-shaped relationship); new products also perform best when managers support very low or high levels of autonomy (U-shaped relationship). In contrast with a predicted curvilinear effect, managers' encouragement of risk taking actually exerts a positive linear effect on new product performance.

Original languageEnglish
Article number1750010
JournalInternational Journal of Innovation Management
Volume21
Issue number1
DOIs
Publication statusPublished - 2017 Jan 1

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Product development
Managers
New product development
New product performance
Marketing
Innovation
Industry
Customer orientation
Autonomy

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management
  • Management of Technology and Innovation

Cite this

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Strategic Givens In New Product Development : Understanding Curvilinear Effects On New Product Performance. / Zacharias, Nicolas A.; Stock, Ruth Maria; Im, Subin.

In: International Journal of Innovation Management, Vol. 21, No. 1, 1750010, 01.01.2017.

Research output: Contribution to journalArticle

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