To ensure success in the current age of globalization, it is imperative for companies to understand the management practices of competitors both within and outside national boundaries. This study investigates the differences of the new product development (NPD) process and the impact of these differences on NPD performance between Korea and the U.S.. In addition, it examined the contingency factors that influence the relationship between R&D-marketing integration and NPD performance.
Based on the review of related literature, four critical success factors are derived; strategy related factor, organization related factor, development process related factor, and market related factor. The relationship between these four factors and NPD performance(technological success and commercial success), are examined using data from questionnaire survey of sample of 52 Korean companies and 86 U.S. companies in the high-technology industry.
The research results show that there are both similarities and differences in the success of NPD management practices within Korea and U.S.. The existence of common success factors in both countries suggests there is a global formula for successful NPD, while the different success factors implies that there could be country-specific factors that influence the success of NPD, therefore research results from one country should be applied with prudence to other countries. The findings also suggest that the differences between Korea and U.S. mainly stem from difference of national culture(especially individualism versus collectivism) and difference of industry-development level between two countries.
With respect to the contingent relationship between R&D-marketing integration and NPD performance, the results suggest that the effectiveness of R&D-marketing integration is different according to the market uncertainty(in U.S.) and technological uncertainty(in Korea).
In conclusion, this study explores the differences of the determinants of NPD between Korea and U.S.. It also examined the contingent relationship between R&D-marketing integration and NPD performance. In addition, some managerial implications are presented and future research directions are suggested.