search query: @author Dröge, C. / total: 15
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| Author: | Dröge, C. Calantone, R. |
| Title: | New product strategy, structure, and performance in two environments (Neue Produkte) |
| Journal: | Industrial Marketing Management
1996 : NOV, VOL. 25:6, p. 555-566 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | The relationships among environment, strategy, structure, and performance in the context of new product development are examined. Overall, the results support the importance of environment, strategy, and structure for the performance of new products. The basic conclusions are that the new product profile has a stronger positive effect on performance for non-dominant competitors than for dominant competitors, whereas for dominant competitors, speed and first to market strategies are more important to long-term success. |
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