Narrow Results

This study explores the relationship between new product development (NPD) process speed, as an independent variable, and the perceived market success of products resulting from these NPD processes, as a dependent variable. This is the first meta-analysis that examines the impact of NPD speed on NPD success/performance. This study extends existing research by analysing NPD speed and NPD success correlations found in papers published between 1980 and 2017. The primary research question examined in this study is “Is there a consistent, linear relationship between NPD speed and NPD success/performance across studies?”. To address this question, correlation coefficients related to the relationship between NPD speed and NPD success/performance were gathered from published journal papers. The meta-analytic data gathered during this study resulted in a total of 2,840 individual, correlational relationships. Based on a meta-analytical examination of this data, it was found that the sample data for this study did not represent a single population of correlational relationships. Research implications, limitations, and research directions are provided in this study.

Decision-makers often struggle to terminate unsuccessful new product development (NPD) projects, so that escalating commitment occurs. Although research shows that rational and intuitive decision-making styles (DMS) as well as a decision-maker’s affective state determines the performance of NPD decisions, little is known about their influences on escalating commitment. By applying the affect infusion model in an experimental study, we investigate how a decision-maker’s affective state influence their escalating commitment by focusing on their use of a rational and an intuitive DMS. Our findings, based on 366 respondents, show that a rational DMS is unable to reduce commitment escalation. Surprisingly, an intuitive DMS is able to reduce a decision-maker’s commitment in the case of a positive affect, whereas a rational DMS increases their commitment in the case of a negative affect. Thus, our interdisciplinary research on affect and decision-making extends and contributes to research into decision-making during the NPD process as well as into escalating commitment.