摘要：The present study highlights the insightful role of quality and product innovativeness when new product is launched to the market and their different impact on short-term and long-term new product performance. Based on a study among 118 firms involved in launching new product to the market, we conclude that several factors such as technical and marketing resources are essential for both short-term and long-term new product performance, whether technological newness is only critical in the short-term. In addition, product superiority is considered a very important determinant of short-term new product performance, while difficulty of adoption slows down firms’ sales in the long-term. At the same time, product performance is the main variable of objective quality that holds its relevance through product life cycle. Other product quality dimensions such as conformance or reliability are essential only for the short-term success.
其他摘要：The present study highlights the insightful role of quality and product innovativeness when new product is launched to the market and their different impact on short-term and long-term new product performance. Based on a study among 118 firms involved in launching new product to the market, we conclude that several factors such as technical and marketing resources are essential for both short-term and long-term new product performance, whether technological newness is only critical in the short-term. In addition, product superiority is considered a very important determinant of short-term new product performance, while difficulty of adoption slows down firms’ sales in the long-term. At the same time, product performance is the main variable of objective quality that holds its relevance through product life cycle. Other product qualitydimensions such as conformance or reliability are essential only for the short-term success.
