The role of market orientation as an antecedent of new product performance has been extensively documented in the literature. What is less clear, however, is how firms should deploy their market orientation under different market conditions. This study addresses this question by investigating...

This study examines the direct and combined effects of managerial output control and team autonomy on the speed of new product development (NPD). The study also explores the moderating effect of product newness on the previous relationships. By studying 247 new product projects, we found that...

Customer involvement has been recognized as a key factor for successful service development. One important aspect affecting the outcome of new service development (NSD) projects in whose development customers are involved is the choice of the appropriate participating customer. This study...

Summary An important issue facing innovation managers is how to exercise adequate managerial control over new product development (NPD) teams in order to ensure that project goals are met. The current study advances research on this subject matter by analyzing the individual and joint effects of...