Expect Success, Get Success How Self-fulfilling Prophecy Can Impact New Product DevelopmentLeaders who help their product development teams build and sustain confidence can create expectations of success that translate into improved success of new products.

被引:3
作者
Watson, Amy [1 ]
Obal, Michael [2 ]
Kannan, Rangapriya [3 ,4 ]
机构
[1] Valdosta State Univ, Langdale Coll Business, Valdosta, GA 31698 USA
[2] Univ Massachusetts, Manning Sch Business, Mkt Entrepreneurship & Innovat, Lowell, MA USA
[3] Univ San Diego, Innovat & Entrepreneurship Dept, Sch Business, San Diego, CA 92110 USA
[4] Univ Exeter, Sch Business, Entrepreneurship, Exeter, Devon, England
关键词
New product performance; Self-fulfilling prophecy; Expected outcomes; Market orientation; Firm innovativeness; MARKET ORIENTATION; MODERATING ROLE; PERFORMANCE; INNOVATION; CAPABILITY; CULTURE;
D O I
10.1080/08956308.2021.1920745
中图分类号
F [经济];
学科分类号
02 ;
摘要
Overview: In new product development (NPD), practitioners and researchers have explored a variety of organizational factors, such as market orientation and firm innovativeness, that drive product success. They have not explored the role of expected outcomes on NPD. Using a social psychology perspective-a hitherto missing perspective in the NPD literature-we describe how expected outcomes can drive new product success. Specifically, we highlight how self-fulfilling prophecies are likely to impact the performance of new products favorably. Surprisingly, our results indicate that expected outcomes mediate the relationship between predicted product success and actual success, leading to improved new product performance. Introducing a social psychological perspective can impact how innovative firms accomplish new product success.
引用
收藏
页码:29 / 36
页数:8
相关论文
共 31 条