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Previous empirical research on new product performance has provided considerable evidence that a wide variety of antecedent factors can influence the outcomes of new product development activity. Mitzi Montoya‐Weiss and Roger Calantone conducted a comprehensive review of this literature and observed a wide variety of study designs and methodological approaches. They developed quantitative comparisons of the results, which, although cumbersome, provide a look at the persistent exploratory nature of this research. They report a wide variation in results that are surprisingly nonconvergent. Recommendations for broadening the range of factors considered and other approaches for accelerating the forward movement of the discipline are provided.
Montoya‐Weiss et al. (Tue,) studied this question.