Abstract
This study investigates new product market success in the heavy construction equipment industry over the past 20 years in the USA. This research examines the relationships between new product market success and (1) the proficiency with which new products are developed and (2) the degree of organisational integration among various groups of people. This study addresses three major research questions regarding the relationships among these three primary variables and whether Time Period (1993 and 2013) moderated the relationships between new product market success and (1) new product development (NPD) process proficiency and (2) organisational integration. It was found that NPD process proficiency significantly impacts new product market success in both the 2013 and the 1993 time periods. However, no moderating effects were found regarding the individual time periods but a direct effect was found regarding the lapse of time between 1993 and 2013. Study implications and recommendations are provided for NPD managers.
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