New product quality: Intended and unintended consequences of new product development speed

Abstract

This paper focuses on the quality of newly developed products. The study's purpose is to determine how the speed of developing a new product affects its quality début. Formalization, centralization, formal control, and informal control are included as control variables in the research model. An analysis of a random sample of manufacturing organizations demonstrates that new product development (NPD) speed has an inverted U-shaped effect on new product quality. This means that while superior new product quality is less likely to be achieved when NPD is conducted quickly, slowing down NPD is a double-edged sword as a reduction of NPD speed below moderate levels becomes detrimental to new produ..