Opposing theories and conflicting empirical results with regard to the effect of development time on new product sales suggest the need for a contingency analysis into factors affecting this relationship. This study uses a unique combination of accounting and perceptual data from 129 product development projects to test the combined contingency effect of product innovativeness and new product price on the relationship between development time and new product sales. The results show that for radically new products with short development times, price has no effect on new product sales. When the development time is long, price has a negative effect on the sales of radical new products. The findings additionally show that price has no effect on sales for incremental new products with short development times and a negative effect for incremental new products with long development times. Together, these findings shed new light on the relationship between development time and new product sales.
Langerak, F., Rijsdijk, S. A., & Dittrich, K. (2009). Development time and new product sales : a contingency analysis of product innovativeness and price. Marketing Letters, 20(4), 399-413. https://doi.org/10.1007/s11002-009-9074-5