The Successful Product Pioneer : Maintaining Commitment While Adapting to Change

Previous research regarding innovative product introduction has often resulted in opposing outcomes. Some researchers have argued that market pioneers attain superior market share, achieve higher profitability, establish superior reputations, and gain cost advantages over later entrants while other research has found that pioneers frequently fail and have lower performance than those who follow. Since new product introduction is a vital part of small business success, the following questions are examined: does internal commitment strengthen the relationship between market pioneering and performance? And does adaptability strengthen the relationship between market pioneering and performance in small business? Data were gathered from close-ended surveys sent to 61 small Georgia-based computer firms with fewer than 100 employees. Findings showed that one commitment factor, the entrepreneur's confidence, was associated with improved performance of pioneering products. Two adaptability factors, corporate entrepreneurship and environmental dynamism, were shown to positively modify the relationship between pioneering and product performance. (SFL)