The role of the Internet in new product performance: A conceptual investigation

Past research has extensively investigated the role of the Internet in enhancing the effectiveness and efficiency of the new product development (NPD) process. Although the process implications of the use of the Internet in NPD have received considerable attention in the literature, very little is written about the Internet's performance implications in NPD. Recognizing the importance of new product success and the growing trends in the use of the Internet in NPD, this paper investigates the role of the Internet in new product performance. Building on previous studies, this article develops theoretical explanations for the impacts of the use of the Internet in NPD on new product success and presents testable research propositions. It also outlines relevant conditions that might moderate the strength of the impacts.