Abstract

Overview: In new product development (NPD), practitioners and researchers have explored a variety of organizational factors, such as market orientation and firm innovativeness, that drive product success. They have not explored the role of expected outcomes on NPD. Using a social psychology perspective—a hitherto missing perspective in the NPD literature—we describe how expected outcomes can drive new product success. Specifically, we highlight how self-fulfilling prophecies are likely to impact the performance of new products favorably. Surprisingly, our results indicate that expected outcomes mediate the relationship between predicted product success and actual success, leading to improved new product performance. Introducing a social psychological perspective can impact how innovative firms accomplish new product success.

摘要

概述：在新产品开发 (NPD) 中，从业者和研究人员探索了推动产品成功的各种组织因素，例如市场导向和企业创新。他们没有探讨预期结果对 NPD 的作用。使用社会心理学的观点——迄今为止 NPD 文献中缺少的观点——我们描述了预期结果如何推动新产品的成功。具体而言，我们强调自我实现的预言可能如何有利地影响新产品的性能。令人惊讶的是，我们的结果表明，预期结果在预测产品成功与实际成功之间起到中介作用，从而导致新产品性能的提高。引入社会心理学视角可以影响创新公司如何取得新产品的成功。