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| Author: | Burgers, J.H. Bosch, F.A.J. Van den Volberda, H.W. |
| Title: | Why new business development projects fail: coping with the differences of technological versus market knowledge |
| Journal: | Long Range Planning
2008 : FEB, VOL. 41:1, p. 55-73 |
| Index terms: | project management knowledge electronics industry technological change market information market entry alliances |
| Language: | eng |
| Abstract: | This article investigates how the fit between the creation of technological and market knowledge and important project management characteristics, influences the success of new business development (hereafter as: NBD) projects. The data is gathered from in-depth longitudinal case research on NBD projects commercialised from 1993 to 2003 in the consumer electronics industry. It reveals that project management characteristics that focus only on the creation of technological knowledge contributed to the failure of the NBD projects which required new market knowledge as well. These findings show that senior management support and engaging in an alliance with partners possessing complementary market knowledge may offset this misalignment of the organisation of NBD projects. |
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