Original paper
Exploring the dual effect of effectuation on new product development speed and quality
Abstract
Existing research provides mixed insights concerning the impact of effectuation on new product advantages. We address these contradictions by highlighting the dual nature of the relationship between effectuation and new product advantages. By arguing that effectuation differentially affects two types of new product advantages, namely new product development (NPD) speed and new product quality (NPQ), we hypothesize that effectuation is positively...
Paper Details
Title
Exploring the dual effect of effectuation on new product development speed and quality
Published Date
Jan 1, 2020
Journal
Volume
106
Pages
82 - 93
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Notes
History