Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/20321
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dc.contributor.authorSharma, Amalesh-
dc.date.accessioned2018-02-15T08:29:57Z-
dc.date.available2018-02-15T08:29:57Z-
dc.date.issued2018-01-03-
dc.identifier.urihttp://hdl.handle.net/11718/20321-
dc.descriptionThe R & P seminar held at Wing 11 Committee Room, IIM Ahmedabad on January 3, 2018 by Prof. Amalesh Sharma, Mays Business School, Texas A&M University on Investigating the Impact of Pace, Rhythm, and Scope of New Product Introduction (NPI) Process on Firm Valueen_US
dc.description.abstractScholars have identified several benefits of new product introductions (NPI), yet the literature has largely overlooked the pattern of NPI in generating marketplace insights and influencing subsequent products. Building on the concepts of absorptive capacity, we argue that the influence of products on firm value depends on the pattern or process characteristics, which we conceptualize as pace, rhythm, and scope of NPI. Using data collected from multiple sources for products introduced by pharmaceutical firms between 1991 and 2015 and robust econometric methods that account for endogeneity and unobserved heterogeneity, we find that pace and scope have a saturation effect on firm value whereas rhythm negatively influences firm value. Moreover, strategic emphasis and product complexity negatively moderate the relationship between irregularity and scope of NPI and firm value. Our research documents the importance of adopting a portfolio approach for sequential introduction of new products and incorporating the insights gained from previous product introductions and cautions managers against evaluating products in isolation. We discuss the economic significance of our results and provide actionable guidance to managersen_US
dc.publisherIndian Institute of Management Ahmedabaden_US
dc.subjectNPIen_US
dc.subjectFirm Valueen_US
dc.titleInvestigating the Impact of Pace, Rhythm, and Scope of New Product Introduction (NPI) Process on Firm Valueen_US
dc.typeVideoen_US
Appears in Collections:R & P Seminar

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