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 Innovation Management, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University5 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
The present study explores the information acquisition within the new product development process (NPD). The effect of the front-end and environmental turbulence on the inter-stage connectedness of information within the NPD process is examined. An agent-based simulation is applied as the data collection platform to obtain measurements from within the NPD process. 42 large, international companies participated in the data collecting simulation. Results revealed five different information paths that were not connecting all stages of the NPD process. Moreover, results show that the front-end is not driving the information acquisition through the stages of the NPD process, and that environmental turbulence disconnects stages from the information paths in the NPD process. This implies that information is at the same time a key to success and a key to entrapment in the NPD process.
Academy of Management Annual Meeting Proceedings, 2007
Information acquisition; New product development; Environmental turbulence