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The role of lean launch execution and launch timing on new product performance

机译：精益启动执行和启动时间对新产品性能的作用

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摘要

There is a substantial literature on the product development process but comparatively little on the impact of lean launch execution and launch timing on new product performance. Given the costs and risks involved in product commercialization, this research gap is surprising. Delays in product launch can lead to poor channel cooperation and coordination, missed market opportunities, and lost competitive opportunities, yet timing of the launch has not been included in many reported studies. In addition, managers at many firms have prioritized supply chain activities such as integration of logistics with other functional areas in order to obtain cost efficiencies and accelerate time to market; the role of lean launch execution in improving new product performance has also received little research attention. In this study, we build a conceptual model in which lean launch, launch timing, and quality of marketing effort are modeled as precursors to new product performance; we assess the role of market orientation and cross-functional integration in lean launch execution as well as indirect and direct effects of launch timing on performance. We empirically test our model with a sample of 183 U.S.-based corporate managers actively involved in new product launch. We find evidence that execution of a lean launch and effective marketing significantly improve new product performance, and that correct launch timing positively moderates the effect of lean launch on performance. These variables therefore should be carefully considered by managers of new product processes.
机译：关于产品开发过程的文献很多，但是关于精益启动执行和启动时间对新产品性能的影响却很少。考虑到产品商业化所涉及的成本和风险，这一研究差距令人惊讶。产品发布的延迟可能会导致渠道合作与协调不佳，错过市场机会以及失去竞争机会，但是许多已报道的研究并未包括发布时间。此外，许多公司的管理人员都将供应链活动列为优先事项，例如将物流与其他职能领域整合在一起，以提高成本效率并加快产品上市时间；精益发射执行在改善新产品性能中的作用也很少受到研究关注。在这项研究中，我们建立了一个概念模型，其中将精益发布，发布时机和营销工作质量建模为新产品性能的先驱。我们评估了市场导向和跨职能集成在精益发射执行中的作用以及发射时间对性能的间接和直接影响。我们以183位积极参与新产品发布的美国公司管理人员为样本，对我们的模型进行了实证测试。我们发现有证据表明，执行精益发布和有效的营销可以显着改善新产品的性能，正确的发布时间可以积极地缓解精益发布对性能的影响。因此，新产品流程的经理应仔细考虑这些变量。

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