Impact of product development efforts on product introduction and product customization abilities:investigating the effects of product design complexity and product development order winners

摘要

This paper investigates the impact of efforts in new product development-manufacturing integration (NPDMI) on new product introduction (NPI) and product customization (PC) abilities and the moderating effects of product design complexity and importance of new product development order winners (NPIOW) on the above relationships. The results from the data on 136 Indian manufacturing plants show that NPDMI, product design complexity and NPIOW all have significant positive impact on NPI and PC abilities. Importance of NPIOW has a positive moderating effect on the relationship between NPDMI and PC ability change but product design complexity demonstrate no such effect on the above relationships.