Purpose: The purpose of this paper is to study two aspects of new product development (NPD) success – the impact of learning and the impact of structure – are studied. Design/methodology/approach: A multiple case study method within a single setting consisting of in-depth interviews of two...

Over the last two decades studies have demonstrated the importance of goal orientations in the context of selling and established a body of the main antecedents and outcomes. A closer look at the empirical findings reveals that the relationship between goal orientations and performance remains...