Evanschitzky, H., Eisend, M., Calantone, R.J. and Jiang, Y. (2012), Success Factors of Product Innovation: An Updated Meta-Analysis

23 important questions on Evanschitzky, H., Eisend, M., Calantone, R.J. and Jiang, Y. (2012), Success Factors of Product Innovation: An Updated Meta-Analysis

What is the key objective of this study?

Provide an updated and extended meta-analytic investigation of the factors affecting NPS.

What are the strategy characteristics?

  • Marketing strategy
  • Technological synergy
  • Order of entry
  • Dedicated human resources
  • Dedicated R&D resources
  • Company resources
  • Strategic orientation     

What are the marketplace characteristics?

  • Likelihood of competitive response
  • Competitive response intensity
  • Market potential
  • Environmental uncertainty   
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What are the organizational characteristics?

  • Organizational climate
  • Project/organization size
  • Organizational design
  • External relations
  • Degree of centralization
  • Degree of formalization    

What characteristics did not impact NPS?

  • Product meeting customer needs
  • Product price
  • Product innovativeness
  • Order of entry
  • Project/organization size
  • Degree of centralization

What where the strongest positive effects?

  • Market orientation
  • Product advantage

What are the most important predictors of NPS?

  • Proccess characteristics
  • Strategy characteristics

What are the less important predictors?

Organizational characteristics

What do the results indicate regarding NPS for multi-item measures than for single items?

The effects of
  • Dedicated human resources
  • Launch proficiency
  • Customer input
  • Environmental uncertainty
  • External relations
Are stronger for multi-item measures than for single item

Is the effect of crossfunctional communication stronger for single-item measures of for multi-item?

Single item

When are the effects of senior management support stronger?

For subjective performance criteria than for objective ones

Which effects are stronger when senior managers report data?

  • Predevelopment task proficiency
  • Reduced cycle time
  • Cross-functional communication
  • Organizational design

Which effects are stronger when project members report data?

  • Structured approach
  • Marketing task proficiency

Which effects are stronger for short-term performance measures?

  • Technolgical proficiency
  • External relations

Which effects are stronger for long-term performance measures?

  • Market orientation
  • Senior management support
  • Organizational design 

Which effects are stronger for goods than for services?

  • Product advantage
  • Marketing task proficiency
  • External relations

Which effects are stronger in North America and Europe than in Asia?

  • Organizational climate
  • Organizational design

Which effects are stronger in Asia than in North America and Europe?

  • Predevelopment task proficiency
  • Marketing task proficiency
  • Technological proficiency
  • Cross-functional communication
  • External relations

Which effects are stronger for high-tech than for low-tech markets?

  • Dedicated human resources
  • Predevelopment task proficiency
  • Marketing task proficiency
  • Cross-functional integration
  • Organizational design   

Which effects are stronger for low-tech than for high-tech markets?

  • Launch proficiency
  • Environmental uncertainty
  • External relations

What are the five cultural dimensions of Hofstede?

  1. Individualism
  2. Long-term orientation
  3. Masculitinty
  4. Power distance
  5. Uncertainty avoidance   

The overall effects of the success factor categories are weaker for individualistic countries.

The authors recognize significant differences between countries along the individualism/collectivism continuum, particularly for strategy and marketplace categories.

What is a key implication?

More differentiated investigation of culture as a key factor moderating the importance of NPD success

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