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 Economics and Business Economics, Aarhus BSS, Aarhus University4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
The article analyses the correlation between NPD strategy and the value of the information to the screening of new product ideas. Though this is common reasoning in NPD literature, it is by falsification of these hypotheses that the article will identify the existence of a potential NPD competency trap. Data were collected with a selfadministered questionnaire. Results reveal that a prospector strategy increases the value of secondary rather than primary information, and screen new products similar to a defender strategy. This phenomenon depicts a potential competency trap regarding the information used within the NPD process for the screening of new product ideas.