Article ID Journal Published Year Pages File Type
1028108 Industrial Marketing Management 2009 10 Pages PDF
Abstract

In the last decade a number of conceptualizations of product quality and innovativeness have been suggested, and academics as well as managers have begun to understand that the relationships between quality, innovativeness and new product performance are more complicated than they may initially seem to be. While an innovation-oriented strategy depends on the exploration of new possibilities through search, risk-taking and experimentation, a high quality strategy requires the exploitation of existing certainties through efficiency, standardization and control. In this research, we demonstrate that the interaction effects of quality (objective and subjective) and innovativeness (for the firm and for the customer) on new product performance are different than the isolated impact of these variables. In addition, by focusing on the main and joint impact of these variables on short-term new product performance, we provide valuable recommendations for new product launch decisions.“The pure and simple truth is rarely pure and never simple.”—Oscar Wilde

Related Topics
Social Sciences and Humanities Business, Management and Accounting Marketing
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