C. Droge et R. Calantone, NEW PRODUCT STRATEGY, STRUCTURE, AND PERFORMANCE IN 2 ENVIRONMENTS, Industrial marketing management, 25(6), 1996, pp. 555-566
The relationships among environment, strategy, structure, and performa
nce in the context of new product development are examined. The ''fit'
' of strategy and structure to environment is found to be better model
ed as a moderator of strength. Overall, the results support the import
ance of environment, strategy, and structure for the performance of ne
w products. The basic conclusions are that rite new product profile ha
s a stronger positive effect on performance for nondominant competitor
s than for dominant competitors, whereas for dominant competitors, spe
ed and first-to-market strategies are more important to long-term succ
ess. (C) Elsevier Science Inc., 1996