A better performance of a product in the market may be achieved by adopting a new set of strategies and actions that support the management of new products. The central issue of this study is: why do some products succeed while others fail? Starting from this point, this study aims to test a new model in order to answer the question raised. For this purpose, a survey was implemented in the furniture industry in Serra Gaúcha. This survey made use of a research instrument which integrates market, organizational, and operational factors as well as the new product development process (NPDP) performance. Thus, it was possible to make a comparison between this study and two previous studies conducted with the same focus (BOEHE; MILAN; DE TONI, 2009; DE TONI; BOEHE, 2006). The results are similar and contribute to the literature since they integrate these three dimensions analyzing how they are related and their impact on NPDP. Three multiple hierarchical regression models were used to test the hypotheses of the proposed model. The findings suggest that, for the sample analyzed, innovation strategies and the reaction from competitors are the most impacting factors on the NPDP performance. Therefore, we observed that the NPDP performance does not depend exclusively on one dimension or factor. Moreover, the results of the multiple regression indicate that the combination of the three dimensions, organizational, market and operational factors, explains the NPDP performance more meaningfully.
New product development; Organizational factors; Market factors; Operational factors; Organizational performance
