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Conceptual analysis reveals that product type influences NPD pace and financial success, suggesting strategies for high and low-tech products.
The objective of this article is to conceptually examine the appropriate pace of new product development (NPD) and its influences on company financial success while considering the contingency effects of product typology. A conceptual model is set forth to analyze the antecedences of fast NPD, the consequences of fast NPD, and the moderator effects of product type. This paper theorizes that a dissimilar NPD pace is appropriate for high vs. low-tech new products in the dimension of incremental vs. radical new products for the purpose of new product success. It also provides practical insights and strategies into managing a proper level of NPD speed to maximize the financial success of different types of new products.
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Xu et al. (2011) studied this question.
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