Full citation

Lukas, B.A., & Menon, A. (2004). New Product Quality: Intended and Unintended Consequences of New Product Development Speed. Journal of Business Research, 57(11), 1258-1264.

Format: Peer-reviewed article

Type: Experience

Experience level of reader: Fundamental

Annotation: This article describes the relationship between new product development speed and product quality. Highest product quality is obtained with moderate speeds, whereas too little or too much time spent on new product development results in decreased quality.

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, Researchers

Knowledge user level addressed by the literature: Individual

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

Primary Findings

Primary Tip:

Too little as well as too much new product development speed has a negative effect on product quality.
Survey of 155 companies in German industrial goods industry.

Secondary Findings

Secondary Tips:

  • Customer input during the idea/concept development stage of new product development is more effective in enhancing product quality than in subsequent stages, such as product design. (Sethi [2000])
    Occurrence of finding within the model: Step 2.2, Step 1.1
  • Unmet quality expectations are among the principle reasons for new product failures. (Cohen et al [1996]; Hellofs & Jacobson [1999]; Wheelwright & Clark [1992])
    Occurrence of finding within the model: KTA Stage 3