Using case study material from an advanced chemical technology, this paper
identifies two forms of connection between the developer/producer of a new
technology and the manufacturers of consumer products. In the first, the co
nnection is direct, whilst in the second it is effected through an intermed
iary company which has developed an expertise in tailoring the new technolo
gy to particular applications. Whilst the direct connection has resulted in
a number of NPD failures, the mediated connection has been consistently su
ccessful. Through an examination of two NPD programmes within each chain of
connection, the paper examines the reasons for these differential success
rates, and discusses the implications for the organization of NPD within ad
vanced technology fields. (C) 2000 Elsevier Science Ltd. All rights reserve
d.