Organizational learning: a critical component to new product development

Authors: Saban, Kenneth; Lanasa, John; Lackman, Conway; Peace, Graham

Source: Journal of Product and Brand Management, Volume 9, Number 2, 2000 , pp. 99-119(21)

Publisher: Emerald Group Publishing Limited

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Abstract:

Investigates the functional relationship between organizational learning and the new product development process. The two major learning styles studied included Duetero and Non-Duetero. After surveying key employees involved in new product development from 212 diversified businesses, the results showed that businesses employing Duetero learning were more: knowledgeable about the factors that drive successful and failed products; inclined to establish business goals and employ balanced measures when benchmarking new product performance. All of which suggests that organizational learning does impact new product performance, and should be considered a critical component to the NPD process.

Keywords: New Product Development; Organizational Behaviour; Organizational Learning

Document Type: Research article

DOI: http://dx.doi.org/10.1108/10610420010322152

Publication date: 2000-02-01