Stage-Gate Controls, Learning Failure, and Adverse Effect on Novel New Products  

Oleh:

Sethi, Rajesh ; Iqbal, Zafar

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 72 no. 1 (Jan. 2008), page 118-134.
Topik: Stage-Gate Controls; Learning Failure; Project Inflexibility; Process Improvement; Product Development Teams

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.13 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This article argues that Stage-Gate controls have the potential of restricting learning in a nw product development project and thus hurting the performance of novel new products. Specifically, the authors examine whether control on new product develpment exercised through rigorous gate review criteria increases project inflexibility, which in turn leads to increased in the firm's technological and market environment. Furthermore, the authors study whether failure to learn can have an adverse effect on new product performance when the product is novel. Finally, they examine whether a certain relaxation in gate evaluation (gate conditionally) that has been suggested recently mitigates the adverse effect of rigorously enforced controls. The results, which are based on a survey of 120 projects that used the Stage-Gate process for new product development, show that repeated application of strictly enforced and objective evaluation criteria for improved control makes projects more inflexible. Gate conditionality does not mitigate the adverse effect of gate review criteria. Project inflexibility leads to learning failure, and this effect is worsened when the technological environment of the firm is turbulent. In turn, learning failure adversely affects the market performance of novel new products.

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