Pattern on New Product Introductions and Firm Performance: Consideration of Timing and Target: An Abstract

Abstract

Recent studies of the action-based view explored the relationship between a firm’s performance and its series of actions/reactions in a given year. However, they did not differentiate between the types of actions/reactions (e.g., the 4P marketing mix) and focused only on generic factors that determine success, such as volume, speed, and variety. Thus, this study focuses only on new product introduction and aims to identify the key factors that determine success in a series of introductions and how they affect firm performance and examine the moderating effects of market conditions (i.e., competitive intensity and market variability) and firm characteristics (i.e., firm resources and experience).