| Abstract: | Previous empirical research on new product performance has provided considerable evidence that a wide variety of antecedent factors can influence the outcomes of new product development activity. Mitzi Montoya-Weiss and Roger Calantone conducted a comprehensive review of this literature and observed a wide variety of study designs and methodological approaches. They developed quantitative comparisons of the results, which, although cumbersome, provide a look at the persistent exploratory nature of this research. They report a wide variation in results that are surprisingly nonconvergent. Recommendations for broadening the range of factors considered and other approaches for accelerating the forward movement of the discipline are provided. |
