Understanding new product project performance

Abstract

Purpose

The purpose of this paper is to summarize the accumulated body of knowledge on the performance of new product projects and provide directions for further research.

Design/methodology/approach

Using a refined classification of antecedents of new product project performance the research results are meta‐analyzed in the literature in order to identify the strength and stability of predictor‐performance relationships.

Findings

The results reveal that 22 variables have a significant relationship with new product project performance, of which only 12 variables have a sizable relationship. In order of importance these factors are the degree of organizational interaction, R&D and marketing interface, general product development proficiency, product advantage, financial/business analysis, technical proficiency, management skill, marketing proficiency, market orientation, technology synergy, project manager competency and launch activities. Of the 34 variables 16 predictors show potential for moderator effects.

Research limitations/implications

The validity of the results is constrained by publication bias and heterogeneity of performance measures, and directions for the presentation of data in future empirical publications are provided.

Practical implications

This study helps new product project managers in understanding and managing the performance of new product development projects.

Originality/value

This paper provides unique insights into the importance of predictors of new product performance at the project level. Furthermore, it identifies which predictor‐performance relations are contingent on other factors.

Citation

Pattikawa, L.H., Verwaal, E. and Commandeur, H.R. (2006), "Understanding new product project performance", European Journal of Marketing, Vol. 40 No. 11/12, pp. 1178-1193. https://doi.org/10.1108/03090560610702768