Implementation of project strategy to improve new product development performance

Poor project strategy is one of the major causes of project failure. However, many projects do not adequately develop strategy leading to a poor basis in subsequent phases. Thus, implementation of project strategy is critical to the success of any project. The primary purpose of this study was to validate a model for assessing the relationships among implementation of project strategy, new product development (NPD) project outcomes, and market performance. The analyses suggest that implementation of differentiation, operational, and quality strategies may improve NPD project outcomes. The research results also imply that improvement in NPD project outcomes may enhance market performance, while it helps accomplish the market share and sales goals. © 2011 Elsevier Ltd. APM and IPMA. All rights reserved.