Champion behaviour and product innovation performance in Korea

Adopting an uncertainty-reduction perspective, this study examinesthe impact of champion behaviour on the product developmentprocess and the performance of new product developmentprojects. Champion behaviour is defined as: expressing confidencein the innovation; involving and motivating others to support theinnovation; and persisting under adversity. Based on data from 79product development projects across 34 Korean firms, this studyfinds that champion behaviour positively contributes to projectperformance in both direct and indirect ways by providing marketinformation, material resources, and organisational support. Thetheoretical and practical implications and directions for futureresearch are discussed.