1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University6 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
Our major objective is to investigate the link between strategy and decision criteria (DC). An exploratory study was conducted by means of questionnaire-data and in-depth interviews with respondents involved in NPD. Results show extensive use of strategic DC, primarily early in the development process. Respondents with a prospector strategy use DC to a higher degree than analysers and respondents with the highest level of innovativeness use soft DC to a higher degree compared to those with low innovativeness who use financial criteria at all gates. The relationship between strategy and newness, so often taken for granted in literature, is lacking in our results questioning the prior use of these concepts.
Produktudvikilng; New product development
Main Research Area:
14th International Product Development Management Conference, 2007