New product development proficiency and multi-country product rollout timeliness

Lee, Keon Bong and Wong, Veronica (2010) New product development proficiency and multi-country product rollout timeliness. International Marketing Review, 27 (1). pp. 28-54. ISSN 0265-1335

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Purpose: The purpose of this paper is to address a gap in the understanding of the indirect effects of marketing and technical factors on time efficiency in developing a new product and international new product launch.Design/methodology/approach: This paper adopts a contingency perspective in examining the relationships between antecedents and on-time completion (or timeliness) of new product development (NPD) and international new product rollout (INPR). A conceptual framework is tested based on data obtained on 232 NPD projects undertaken by Korean firms. Findings: The results show that NPD proficiencies mediate to a greater or lesser extent the effects of key antecedents (e.g. cross-functional linkages, project fit with available marketing resources, and effective coordination of headquarters-subsidiary/agents' activities) on timeliness in NPD and INPR. Research limitations/implications : Empirical research on the role of marketing and technical proficiencies in improving NPD timeliness and rollout timeliness in the context of international NPD affirms the importance of adopting a contingency perspective in examining the antecedents of NPD and multi-market entry timeliness. Practical implications: This paper lends insight into the role of overseas subsidiaries or agents in helping to build the technical proficiencies of emerging country companies. Originality/value ¿ This is the first review focusing on the mediating influences on time dimensions (e.g. timeliness) in multi-country product launches.

Item Type: Article
Schools and Departments: University of Sussex Business School > Business and Management
Depositing User: Veronica Wong
Date Deposited: 06 Feb 2012 18:27
Last Modified: 02 Jul 2012 17:12
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