New product development proficiency and multi-country product rollout timeliness

Keon Bong Lee, Veronica Wong*

*Corresponding author for this work

Research output: Contribution to journalArticle

Abstract

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.

Original languageEnglish
Pages (from-to)28-54
Number of pages27
JournalInternational Marketing Review
Volume27
Issue number1
DOIs
Publication statusPublished - 17 Feb 2010

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New product development
Timeliness
New products
Product launch
Marketing
Subsidiaries
Contingency perspective
Linkage
Headquarters
Conceptual framework
Empirical research
Indirect effects
Development projects
Factors
Market entry
Marketing resources
Design methodology
Emerging countries

Keywords

  • marketing
  • new products
  • product development

Cite this

Lee, Keon Bong ; Wong, Veronica. / New product development proficiency and multi-country product rollout timeliness. In: International Marketing Review. 2010 ; Vol. 27, No. 1. pp. 28-54.
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New product development proficiency and multi-country product rollout timeliness. / Lee, Keon Bong; Wong, Veronica.

In: International Marketing Review, Vol. 27, No. 1, 17.02.2010, p. 28-54.

Research output: Contribution to journalArticle

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