... effectively a new business-to-business (B2B) product is crucial for its long-term success in the market (Fill and Fill, 2005 ; Forman and Hunt, 2005). Whatever conditions a new product may face, a faulty pricing strategy may jeopardize its market survival (Lancioni, 2005). Authors such as Shipley...

...Ruchi Mishra; Onkar Nath Mishra Purpose A significant amount of work has been done on new product development (NPD); however, studies on the flexibility aspect in NPD are scant. This study aims to investigate the relationship between NPD flexibility and five infrastructural factors, namely...

...Stanley Kam Sing Wong; Canon Tong Purpose The question of R&D and marketing cooperation (RMC) in new product development (NPD) is of increasing relevance. However, it is unclear whether RMC really leads to new product success (NPS) and whether and to what extent other elements of market...

... Limited 2013 Product innovation Product features Brand switching Magnetic resonance imaging Business‐to‐business marketing New products An executive summary for managers and executive readers can be found at the end of this article. Product innovation is critical to enhance...

...Jiun‐Sheng Chris Lin; Yun‐Chi Chang Purpose Given the increasing number of new products competing for limited shelf space, retailer acceptance of new products is crucial to both retailers and suppliers. However, limited empirical research has investigated what drives retailers to accept or decline...

... the proposed model, data were collected from 335 team members and team leaders of 107 Turkish new product/project development teams. Findings The results of the structural equation model showed that managerial trust (as rated by team members) was significantly associated with team commitment and longevity...

...Mumin Dayan; Aydin Basarir Purpose Although cross‐functional teams are increasingly relied upon in developing new products, little is known about the ability of teams on adapting team objectives and strategies to environmental circumstances (i.e. team reflexivity), especially when teams...

... exerts on new product development performance is moderated by the dependence perceived by these areas. Design/methodology/approach The interfunctional climate was measured through six key variables of relationship marketing: cooperation, communication, trust, commitment, social satisfaction...

...Wim G. Biemans Research into new product development (NPD) has grown steadily over the last couple of decades. The current body of NPD research displays a distinct methodological bias and consists mostly of either large‐scale quantitative questionnaires or small qualitative investigations...