A Comparative Analysis of New Product Programmes: : European versus North American Companies

This empirical research based on a sample of 154 companies in Canada, USA, Germany and Denmark compares new product development practices in North America and Europe. A literature survey established a research model consisting of six blocks of criteria thought to influence the outcome of new product development efforts. The data collection tool, a mailed questionnaire, was established. It was hypothesized that new product development programmes and their outcomes were not different between Europe and North America. The findings indicate there are significant programme and outcome differences between those two areas. On average the European firms followed more practices that are considered “good new product development practices” and were more positive about their new product development results. The differences between North American and European firms′ approaches can be, at least to some degree, explained by cultural/national conditions.