THE ROLE OF PREDEVELOPMENT ACTIVITIES AND FIRM ATTRIBUTES IN NEW PRODUCT SUCCESS

The product development literature focuses largely on improving the ef ficiency and success rates of the development process, while largely n eglecting the activities that comprise the predevelopment stages. The result is that little is known about how or why predevelopment practic es differ among firms. Our study of fifteen firms in Ontario's integra ted circuit board industry revealed interesting differences in predeve lopment practices that directly affected the likelihood of new product success. It was revealed that firm size, age, and R&D intensity were significant predictors of predevelopment practices. In addition, activ ities were identified that serve as a prescriptive guide for the succe ssful development and market launch of new products. Copyright (C) 199 6 Elsevier Science Ltd