TY  - JOUR
AB  - Purpose– This study seeks to evaluate the importance of new product development cycle time for firms that have a strategy of pursuing exporting as a means of achieving and sustaining competitive advantage.Design/methodology/approach– A mail survey utilizing the key informant approach for selecting senior executives of US manufacturing firms was chosen because of the importance of executive involvement in international marketing strategy decisions.Findings– This study supports the argument that faster new product development capability must be augmented for firms striving for a higher degree of export involvement. Additionally, the importance of integrating the marketing, R&D, and engineering functions to develop competitive advantage is highlighted.Research limitations/implications– Results must be interpreted as explorative since the sample was based on US manufacturing firms. Additional research is needed to test differential effects of innovative product and modification/extension cycle time on export involvement and other indicators of performance.Practical implications– This study demonstrates the importance of the resource‐based theory of competitive advantage, new product development cycle time as a determinant of export involvement, and competitive advantage for firms which pursue international opportunities. It suggests that product development capabilities are not a critical determining factor of the level of export involvement. The findings show that the ability to develop competitive products faster than competitors is a prerequisite for export involvement.Originality/value– This study suggests that the speed of new product development is a precondition for export involvement and that the new product development cycle time measures were significantly related to the perception of a firm's overall competitive position in global markets.
VL  - 40
IS  - 1/2
SN  - 0309-0566
DO  - 10.1108/03090560610637301
UR  - https://doi.org/10.1108/03090560610637301
AU  - Lim Jeen‐Su
AU  - Sharkey Thomas W.
AU  - Heinrichs John H.
PY  - 2006
Y1  - 2006/01/01
TI  - Strategic impact of new product development on export involvement
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 44
EP  - 60
Y2  - 2024/04/25
ER  -