Full citation

Pattikawa, L.H., Verwall, E., & Commandeur, H.R. (2006). Understanding New Product Project Performance. European Journal of Marketing, 40 (11/12), 1178-1193.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: A meta-analysis of 47 studies to synthesize NPD research at the project level, found that twenty-two variables had a significant relationship with new product project performance, but only twelve of those variables have a sizable relationship with new product project performance.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

Primary Findings


  • Firms which are most likely to to realize high performance from their NDP projects have four key attributes: 1) A strong market orientation; 2) Proficiency in the NPD process; 3) Synergy of resources; 4) Strong inter-functional coordination.
    A meta-analysis of 47 studies.
  • A meta-analysis identified twelve variables with a sizable relationship with NPD project performance. In descending order of importance they are: 1) The degree of organizational interaction; 2) R&D and Marketing interface; 3) General product development proficiency; 4) Product advantage; 5) Financial/business analysis; 6) Technical proficiency; 7) Management skill; 8) Marketing proficiency; 9) Market orientation; 10) Technology synergy; 11) Project manager competency; 12) Launch activities.
    A meta-analysis of 47 studies.