Managers in a business environment marked by rapid technological change face major challenges when making strategic decisions. A risk-averse, conservative strategy may be a safe route, but might lead to missing marketplace opportunities. This paper investigates whether a hostile business...

Previous research in new product development has examined the role of organizational structure and marketing and technical skills and activities in encouraging successful innovation. This study examines the role played by organizational structure in supporting the marketing and...

Effective product launch is a key driver of top performance, and launch is often the single costliest step in new product development. Despite its importance, costs, and risks, product launch has been relatively underresearched in the product literature. We reviewed the extant literature on...