Abstract
We present an integrated framework for measuring product development performance. The framework consists of a three stage model for exploring the relationships between metrics used by design, manufacturing, marketing functions, and overall commercial success. Using a cross‐sectional survey of 383 product development professionals working on 38 product development projects in the high‐tech electronic assembled goods manufacturing sector, we provide empirical evidence of the proposed framework. The findings indicate that in the high‐tech manufacturing sector (1) commercial success of new product development projects is primarily determined by market share, (2) gain in market share is primarily driven by lower unit cost and not by technical performance, and (3) reduction in unit cost is primarily driven by the increased speed of new product development and not by the R&D budget. The study failed to identify any significant association between R&D budget and technical performance, and development speed and technical performance.
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