Strategic fit to resources versus NPD execution proficiencies: what are their roles in determining success?

Abstract

This research examines the roles of strategic 'fit' versus execution proficiency in creating superior performance for new products. Specifically, we compare main effects versus moderation effects models of execution proficiency within a resource-based view (RBV) framework. Four new product success dimensions are outcomes. Marketing 'fit' and technological 'fit' are viewed as resource fit advantages and are antecedents in the model; marketing versus technical execution proficiencies relate to the project's execution. The results show that the proficiencies-as-moderators model is the better fitting one; marketing but not technical proficiency is the key moderator. The results regarding resource fit advantage show that (1) both marketing fit and technological fit were positively related directly to profitability and to new product advantage; (2) marketing fit had direct positive effects on customer need met; and (3) neither marketing fit nor technological fit predicted speed. Concerning execution proficiencies: (1) technical execution proficiencies led to higher profitability and customer needs met, as well as speed; and (2) marketing execution proficiency was the only construct that led directly to increased success on all four dimensions examined in this research. Overall, support was found for the general premise that both marketing and technological resource fit advantages and marketing and technical execution proficiencies are significant predictors of new product success factors, with marketing proficiencies having additional moderating effects on the relationship of resource fit to performance.