SAM ADVANCED MANAGEMENT JOURNAL

Radical Versus Incremental Product Changes as Moderator for NPD Success

Nestor Guimaraes, Ketan Paranjape, and Mike Walton

DOI:

Citation: Guimaraes, N., Paranjape, K., & Walton, M. (2022). Radical versus incremental product changes as moderator for NPD success. SAM Advanced Management Journal, 87(3),13-38.

Abstract

A field test using mailed questionnaires from 311 manufacturing companies is used to test with moderated regression analysis the impact of radical versus incremental innovation on the relationships of the NPD success factors and NPD company success. The results corroborate the proposed moderating impact. While in practice the number of radical product innovations is relatively small, the degree of change associated with specific NPD projects provides an important heads up for managers to focus attention managing the NPD success factors to increase the likelihood of success for such projects. While the study is well grounded on literature, which until now has addressed relatively isolated areas of knowledge, it empirically tested a unique and increasingly integrated collection of major variables important for success in new product development.

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