A search for theoretical plurality in new product launch
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A previous absence of academic focus on new product launch behaviours and effectshas been replaced by a spate of activity in the NPD commercialization process –always an eminent topic among practitioners, since it is the only NPD stage thatactually returns cash. Naturally, academics seek theories and law-like generalizationsto help understand new product launches in a research sense, as well as to use theoriesto help explain, predict and teach outcomes and concepts useful to managers, studentsof management and other researchers. The present manuscript reports the search for atheory base to explain some interesting results of new product launches in thebiochemical industry. It has long been known that competing hypotheses lead to betterconclusions; thus we attempt competing theories to try to contemplate better strategicthinking about product launches. Competing theories reveal that some may be superior in explaining results in thisparticular context, for this particular sample. Yet this study, with a single sample, reallyonly demonstrates the feasibility of the approach. The adventure should continue froma meta-analytic basis to discover something of more universal value to the strategicthinker.
Abstract
A previous absence of academic focus on new product launch behaviours and effectshas been replaced by a spate of activity in the NPD commercialization process –always an eminent topic among practitioners, since it is the only NPD stage thatactually returns cash. Naturally, academics seek theories and law-like generalizationsto help understand new product launches in a research sense, as well as to use theoriesto help explain, predict and teach outcomes and concepts useful to managers, studentsof management and other researchers. The present manuscript reports the search for atheory base to explain some interesting results of new product launches in thebiochemical industry. It has long been known that competing hypotheses lead to betterconclusions; thus we attempt competing theories to try to contemplate better strategicthinking about product launches. Competing theories reveal that some may be superior in explaining results in thisparticular context, for this particular sample. Yet this study, with a single sample, reallyonly demonstrates the feasibility of the approach. The adventure should continue froma meta-analytic basis to discover something of more universal value to the strategicthinker.
참고문헌 (51)
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