Market intelligence for product excellence

This research project aims to reveal the consequences of market information processing during the development of new high-tech products. Furthermore, this research project tries to identify which factors (antecedents) influence market information processing in high-tech new product development (NPD). Findings from the extant literature and interviews with NPD managers were combined to build a conceptual framework. The conceptual framework contains hypotheses on the potential antecedents and consequences of market information processing. A mail survey research method was used to gather data on 166 NPD projects and to test the hypotheses empirically. The findings of the research indicate that the acquisition, dissemination and use of market information in different stages of high-tech NPD (predevelopment, development, and commercialization stage) are both directly and indirectly associated with product advantage and NPD performance. The results further indicate that some project- and company characteristics facilitate market information processing. Increasing project priority, a higher degree of formalization at the company level, better co-operation between different departments and a market oriented culture contribute to market information processing in high-tech NPD.Industrial Design Engineerin