The impacts of speed-to-market on new product success: the moderating effects of uncertainty
The impacts of speed-to-market on new product success: the moderating effects of uncertainty
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DOI：
10.1109/tem.2005.844926
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发表时间：
2005-04
影响因子：
5.8
通讯作者：
Jiyao Chen;R. Reilly;G. Lynn
中科院分区：
文献类型：
--
作者：
Jiyao Chen;R. Reilly;G. Lynn
基于时间的战略正在成为在当前技术和客户需求快速变化的环境中获得竞争优势的重要武器。快速上市已成为新产品开发 (NPD) 中研究人员和从业者的口头禅，但关于上市速度与产品成功之间关系的研究结果有限且相互矛盾。一个更重要的问题是更快是否总是更好。在对 692 个 NPD 项目的研究中，我们研究了不同不确定性条件下上市速度与新产品成功 (NPS) 之间的关系。我们的结果表明，上市速度通常与整体 NPS 呈正相关，但市场不确定性减弱了直接影响。在市场不确定性较低的情况下，上市速度对于 NPS 来说不太重要。我们的结果还表明，技术不确定性不会影响速度与成功的关系。这意味着，在不熟悉的、新兴的或快速变化的市场中执行基于时间的策略比在熟悉的、现有的和稳定的市场中执行更为重要。讨论了与这些结果相关的局限性和未来研究。
Time-based strategy is becoming an important weapon to achieve competitive advantage in the current environment of fast-changing technology and customer requirements. Speed-to-market has become the mantra of both researchers and practitioners in new product development (NPD), but there are limited and conflicting findings on the relationship between speed-to-market and product success. A more important question is whether faster is always better. In a study of 692 NPD projects, we examined the relationship between speed-to-market and new product success (NPS) under different conditions of uncertainty. Our results indicate that speed-to-market is generally positively associated with overall NPS, but market uncertainty moderates the direct effect. Speed-to-market is less important to NPS under conditions of low market uncertainty. Our results also suggest that technological uncertainty does not affect the speed-success relationship. The implication is that it is more important to execute a time-based strategy in an unfamiliar, emerging, or fast-changing market than in a familiar, existing, and stable market. The limitations and future research related to these results are discussed.