Document Type

Conference Paper

Publication Details

Massey, G. & Kyriazis, E. (2010). An empirical test of the information processing and socio-political perspectives in New Product Development Projects. Australia and New Zealand Marketing Academy Conference (pp. 1-7). Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury.


New product development research draws on a range of different theories, though nooverarching theory explaining NPD success has emerged. Atuahene-Gima and Evangelista(2000) however identified an underlying dichotomy in existing theories: economicallyrational approaches, and socio-political approaches. In this paper we test a model whichreflects this dichotomy, and using data from 184 NPD projects, we provide empiricalevidence that that this multi-lens theoretical approach has great potential to better understandfactors driving NPD outcomes.