Effect of risk management strategy on NPD performance

@inproceedings{Mua2015EffectOR,
  title={Effect of risk management strategy on NPD performance},
  author={Jifeng Mua and Gang Pengb and Douglas L. MacLachlana},
  year={2015}
}
  • Jifeng Mua, Gang Pengb, Douglas L. MacLachlana
  • Published 2015
New product development (NPD) is a major driver of firm growth and sustainable competitive advantage, yet risks are intrinsic in NPD in all industries. Thus understanding, identifying, managing, and reducing risk is of strategic importance for firms. In this research, we synthesize and build on previous research, and propose a three-dimensional risk management framework for NPD. We empirically test whether risk management strategy affects the performance of NPD using survey data from Chinese… CONTINUE READING
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