ORGANIZATIONAL, TECHNICAL AND MARKETING ANTECEDENTS FOR SUCCESSFUL NEW PRODUCT DEVELOPMENT

Previous research in new product development has examined the role of organisational structure and marketing and technical skills and activi ties in encouraging successful innovation. This study examines the rol e played by organisational structure in supporting the marketing and t echnical/production activities in new product development, and direct and indirect effects of all of these antecedents on new product succes s. The goal of the study is to observe which factors lead to product s uccess and to determine how they interconnect. Implications for new pr oduct management are provided in the concluding section.