A multiple triangulation analysis on the role of product development activities on product success

Abstract

The relationship between product development process and product success remains to confound many. Although most researchers agree that product development is one of the main factors affecting product success, many case studies performed since 1980s have shown different results. Some studies find a strong relationship between a product development activity and the product success, while some others discover the opposite. There is no generic result to be referred to further study or used for practices. Therefore, this study explores further the effect of product development activities on product success by conducting a multiple triangulation approach. This approach cross-examines three methods with three different data: meta-analyses that use data from a number of case studies previously published; analytic hierarchy process that takes data from product development experts’ judgment; and resource allocation analysis that utilizes companies’ operational data. The results show that the relationship between product development process and product success is unique for every case or group of cases. The relationship can be determined by utilizing resource allocation data and experts’ judgment, as shown by a general procedure proposed.