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| Author: | Filippini, R. Salmaso, L. Tessarolo, P. |
| Title: | Product development time performance: Investigating the effect of interactions between drivers |
| Journal: | Journal of Product Innovation Management
2004 : MAY, VOL. 21:3, p. 199-214 |
| Index terms: | Product development New products |
| Freeterms: | Time performance |
| Language: | eng |
| Abstract: | Rapid and punctual new product development (NPD) has become a top priority in many organizations (hereafter as: orgs.) as competitors rush to commercialize emerging technologies and to satisfy customer needs. This article aims to investigate whether drivers (here as: dr. / drs.) can interact and influence time performances (here as: tm-perfs.) with a "synergistic" effect. A survey was carried out to study the effects of 2-way dr. interactions on "launch on time" and "launch against an accelerated schedule." Three groups of drs. within the development-process, organizational-mechanisms, and strategic-capabilities were considered. 2-way interactions btw. drs. of different groups were analyzed to detect which drs. had a synergistic effect on tm-perfs. The study was based on a sample of 85 manufacturing firms producing mainly industrial goods. The NPD program within each company was considered, that is, the new products (as: NP) developed and launched in the last three years. The statistical approach used is suitable for exploratory surveys. The resulting 13 models showed that interactions played an important role in determining tm-perfs. The results have managerial implications: The NP Strategic Guide interacts with and enhances the influence of other drs., such as predevelopment tasks, project manager use, and supplier and customer involvement. Technological and up-front staff capabilities create important interactions with product definition and with customer involvement, which avoids development delays. In addition, the study discovered that the adoption of an overlapping approach without a high level of interfunctional team use may not be time efficient. |
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