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- W626491212 abstract "Product development (PD) teams enhance their change of success when they process rich and diverse market information in the course of a product innovation trajectory. A large body of literature has advocated that including this information, such as insights on developments in market segments and customer needs regarding product applications, in new product decision-making is critical for new product performance. Contrary to earlier findings this is not only the case for incremental PD but also for their really new counterpart. Additionally, research has focused on within PD team practices that allow firms to be market oriented innovators, hereby focusing on cross-functional integration, project priority setting, and using appropriate market research tools. However, the practice of innovation is complex. PD teams have to spread attention and processing market information can easily be overlooked. Against this backdrop we present a comparative longitudinal case-study which provides detailed insights of two new product trajectories, Shield and Anti-resist, in one chemical firm, ChemCo. We illustrate what market information was processed over the course of the two innovation processes. We find that project members in Anti-resist processed a larger variety of market information when compared to the ones in Shield, especially in the early phases of the project. In due course this led to the Anti-resist team being able of introducing the product into the market while Shield was put on hold. Lack of market information processing in Shield was not due to within PD team factors which have been a focus point of previous literature. Project members in Shield, in comparison to the ones in Anti-resist, were less proactive in validating their market information processing practices with the wider organizational context ‘outside’ the PD team in the course of the innovation trajectory by means of using an established organizational PD protocol and interacting with ChemCo’s senior management. While marketing literature has praised decentralization for enhancing market information processing, our main contribution to the literature on market oriented PD is that this comes with the responsibility of individual PD teams to proactively validate their own marketing actions along the way." @default.
- W626491212 created "2016-06-24" @default.
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- W626491212 date "2011-01-01" @default.
- W626491212 modified "2023-09-27" @default.
- W626491212 title "Customer oriented, but losing sight of the big picture: how lack of outside validation can limit market information processing in really new product development projects" @default.
- W626491212 hasPublicationYear "2011" @default.
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