Developing New Products for the Global Market: Does Speed to Market Matter?

Previous research about new product speed has focused on the questions of how to develop and introduce new products in international markets, yet our understanding of this focal phenomenon has been very limited. This study attempts to expand the existing knowledge of the development and introduction of new products, typically gained from a single country perspective. By incorporating a global perspective, we suggest that firm characteristics- internationalization, firm size, product category- and market characteristics- market uncertainty, market similarity- explain the differences of new product speed. To empirically test our hypotheses, we conducted a survey of Korean manufacturers.