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J. of the Acad. Mark. Sci. (2012) 40:526538 DOI 10.1007/s11747-011-0258-1
ORIGINAL EMPIRICAL RESEARCH
The role of lean launch execution and launch timing on new product performance
Roger J. Calantone & C. Anthony Di Benedetto
Received: 16 February 2010 /Accepted: 26 April 2011 /Published online: 7 June 2011 # Academy of Marketing Science 2011
Abstract There is a substantial literature on the product development process but comparatively little on the impact of lean launch execution and launch timing on new product performance. Given the costs and risks involved in product commercialization, this research gap is surprising. Delays in product launch can lead to poor channel cooperation and coordination, missed market opportunities, and lost competitive opportunities, yet timing of the launch has not been included in many reported studies. In addition, managers at many firms have prioritized supply chain activities such as integration of logistics with other functional areas in order to obtain cost efficiencies and accelerate time to market; the role of lean launch execution in improving new product performance has also received little research attention. In this study, we build a conceptual model in which lean launch, launch timing, and quality of marketing effort are modeled as precursors to new product performance; we assess the role of market orientation and cross-functional integration in lean launch execution as well as indirect and direct effects of launch timing on performance. We empirically test our model with a sample of 183 U.S.-based corporate managers actively involved in new product launch. We find evidence that execution of a lean launch and effective marketing significantly improve new product performance, and that correct launch timing positively moderates the effect of lean launch on performance. These variables therefore should be carefully considered by managers of new product processes.
Keywords New product development . Lean launch of new products . Launch timing . Logistics-marketing interface
Introduction
During the past twenty years, a substantial literature has emerged that identifies the relationships between environmental factors, proficiencies in carrying out new product development (NPD) activities, and ultimate new product success (Calantone and Di Benedetto 1988; Parry and Song 1994; Song and Parry 1994, 1997a). Until very recently, few of these studies have focused specifically on the impact of launch execution and timing on new product performance....