Abstract
The purpose of this study is to analyze the impact of fit between resource and targeting new product on new product performance in terms of time to market and product innovativeness. To answer the research question, this study organized structured survey questionnaire and collected 309 samples on new prouduct development projects in the fashion industry. And this showed summary statistics and applied multiple regression analysis with appropriate control variables. As a result of the empirical analysis, we found that technology fit, marketing fit and production fit positively affect new product performance. The impact of production fit is the highest among three resource fit on time to market while the impact of technology fit is the highest on product innovativeness. And we found that competition orientation moderates the relationship between resource fit and product innovativeness. From empirical analysis, we concluded that exploring just rare and valuable resource is not enough but strategically considering resource fit is more important in new product development project. In addition, given the fact that new product performance measurement are under trade-off relationship, it is imperative for manager to enhance certain resrource fit matching performance dimension which new product teams focus on.
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