Abstract
This study examines the effects of a firm's new product introduction experience and its product redesign experience on its product performance, measured by the owner satisfaction ratings. The research setting includes major (U.S. domestic and international) automobile firms competing in the U.S. market from 2005 to 2017. My analyses show empirically that an automobile firm's product redesign experience results in lower owner satisfaction ratings across its fleet of automobiles. However, an automobile firm's new product introduction experience, when combined with its product redesign experience, positively affects the owner satisfaction ratings across its fleet of automobiles. These empirical findings highlight the differential effects of a firm's product development experience (i.e., new product introduction and product redesign) on its product performance across its fleet of automobiles.
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