An empirical test of the information processing and socio-political perspectives in new product development projects

University of Canterbury
Publication Type:
Conference Proceeding
Proceedings of the Australian and New Zealand Marketing Academy Conference 2010, 2010, pp. 1 - 7
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New product development research draws on a range of different theories, though no overarching theory explaining NPD success has emerged. Atuahene-Gima and Evangelista (2000) however identified an underlying dichotomy in existing theories: economically rational approaches, and socio-political approaches. In this paper we test a model which reflects this dichotomy, and using data from 184 NPD projects, we provide empirical evidence that that this multi-lens theoretical approach has great potential to better understand factors driving NPD outcomes.
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