Is ‘Cutting-Edge’ Good? Assessing Product Newness Factors in Technologically Turbulent Environments: This study explores how product newness to the firm, product newness to the customer, and innovation in technologically turbulent environments impact NPD performance.
Abstract
Overview: Firms are constantly faced with the dilemma of developing products that are both cutting edge and also easily understood by customers. Customers may reject products that diverge too much from prior generations of products, but products that are too similar to prior products may not stand out. We analyzed 423 firms to better understand how both product newness to the firm and product newness to the customer impact NPD performance in varying environments. Our findings highlight that firms are generally effective at innovating on their own, but customers need some turbulence to adopt new innovations that are dissimilar to their prior usage experiences. Firms should continue to innovate and be ready when a turbulent environment provides innovative opportunities.
Department(s)
Marketing
Document Type
Article
DOI
10.1080/08956308.2023.2210054
Publication Date
1-1-2023
Recommended Citation
Friske, Wesley; Obal, Michael; and Morgan, Todd, "Is ‘Cutting-Edge’ Good? Assessing Product Newness Factors in Technologically Turbulent Environments: This study explores how product newness to the firm, product newness to the customer, and innovation in technologically turbulent environments impact NPD performance." (2023). Faculty Scholarship. 677.
https://bearworks.missouristate.edu/articles00/677
Journal Title
Research Technology Management
