Stage-Gate Controls, Learning Failure, and Adverse Effect on Novel New Products
Stage-Gate Controls, Learning Failure, and Adverse Effect on Novel New Products
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DOI：
10.1509/jmkg.72.1.118
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发表时间：
2008-01
影响因子：
12.9
通讯作者：
Rajesh Sethi;Zafar Iqbal
中科院分区：
文献类型：
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作者：
Rajesh Sethi;Zafar Iqbal
本文认为，阶段门控制有可能限制新产品开发项目中的学习，从而损害新产品的性能。具体而言，作者研究了通过严格的门审标准对新产品开发进行控制是否会增加项目的不灵活性，从而导致学习失败的增加。他们还关注当公司的技术和市场环境发生动荡时，项目不灵活性的影响是否会恶化。此外，作者还研究了当产品新颖时，学习失败是否会对新产品的性能产生不利影响。最后，他们研究了最近建议的门评估（门条件）的一定程度的放松是否可以减轻严格执行控制的不利影响。该结果基于对 120 个使用阶段-关口流程进行新产品开发的项目的调查，结果表明，重复应用严格执行和客观的评估标准来改进控制会使项目更加缺乏灵活性。门条件并不能减轻门审查标准的不利影响。项目缺乏灵活性会导致学习失败，当公司的技术环境动荡时，这种影响会更加严重。反过来，学习失败会对新颖产品的市场表现产生不利影响。
This article argues that Stage-Gate controls have the potential of restricting learning in a new product development project and thus hurting the performance of novel new products. Specifically, the authors examine whether control on new product development exercised through rigorous gate review criteria increases project inflexibility, which in turn leads to increased failure to learn. They also focus on whether the effect of project inflexibility is worsened when there is turbulence in the firm's technological and market environment. Furthermore, the authors study whether failure to learn can have an adverse effect on new product performance when the product is novel. Finally, they examine whether a certain relaxation in gate evaluation (gate conditionality) that has been suggested recently mitigates the adverse effect of rigorously enforced controls. The results, which are based on a survey of 120 projects that used the Stage-Gate process for new product development, show that repeated application of strictly enforced and objective evaluation criteria for improved control makes projects more inflexible. Gate conditionality does not mitigate the adverse effect of gate review criteria. Project inflexibility leads to learning failure, and this effect is worsened when the technological environment of the firm is turbulent. In turn, learning failure adversely affects the market performance of novel new products.