Impact of New Product Development Flexibility on Performance

摘要

Previous research has recognized the importance of flexibility in the new product development process and its impact on the firm's performance. This study develops and tests empirically a conceptual model that captures the relationships among a firm's new product development flexibility, customer orientation, and market performance. This study also evaluates the moderating effect of innovation strategy on these relationships. The results show that the effect of new product development flexibility on firm performance is contingent upon the type of innovation strategy. Managerial and theoretical implications are discussed.