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| Author: | Ali, A. |
| Title: | The impact of innovativeness and development time on new product performance for small firms |
| Journal: | Marketing Letters
2000 : MAY, VOL. 11:2, p. 151-163 |
| Index terms: | Financial performance Innovation Product development |
| Language: | eng |
| Abstract: | This paper examines whether competitive advantage can be gained by reducing development time across all types of new products or whether this advantage is restricted to certain types of new products. It proposes that product innovativeness moderates the relationship between development time and initial market performance. The survey findings indicate that a firm must guard against over-or-under-development of the new product since product innovativeness was found to influence the impact of development time on market performance. |
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