NEW PRODUCT STRATEGY, STRUCTURE, AND PERFORMANCE IN 2 ENVIRONMENTS

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