The Impact of Market Information Internationalization on New Product Development Performance
Our study examines market information processing in three different stages of the new product development (NPD) process (concept generation, development, and commercialization) and its impact on overall NPD performance. In particular, it zooms into the geographic location of the market information by distinguishing between domestic and international sources. It demonstrates that using domestic market information is important over the whole NPD process while international market information is beneficial only in the idea generation stage. Thus looking at faraway markets though a possible source of unique, ahead of the trend information may not always enhance NPD. As this information is often costly and difficult to decipher firms might be better off by fishing for market information in familiar nearby ponds. We test our hypotheses using a panel sample of more than 1,500 German companies from both manufacturing and services.
Academy of International Business. Annual Meeting. Proceedings, 2012
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Academy of International Business. Annual Meeting. Proceedings