search query: @author Calantone, R. / total: 18
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| Author: | Dröge, C. Calantone, R. |
| Title: | New product strategy, structure, and performance in two environments |
| Journal: | Industrial Marketing Management
1996 : NOV, VOL. 25:6, p. 555-566 |
| Index terms: | PRODUCT DEVELOPMENT SUCCESS BUSINESS ENVIRONMENT STRATEGY ORGANIZATIONAL STRUCTURE |
| Language: | eng |
| Abstract: | In the study, there are relationships among strategy, performance, environment and structure in the context of new product development examined. The "fit" of structure and strategy to environment is found to be better modeled as a moderator of strength. Overall, the results support the importance of environment, structure, and strategy 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, whereas for dominant competitors speed and first-to-market strategies are more important for long-term success. |
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