The effect of organizational culture on new product development management: A contingent approach

This study focuses on examining the moderating effect of organizational culture (i.e., entrepreneurial vs. conservative) on new product development management. By employing questionnaire survey technique, we gathered firm-level data of 114 firms. It was found that when entrepreneurial organizations are developing very innovative new products, it is desirable for them to capitalize on more infrastructural development activities (e.g., team building, support from top management, and interdepartmental communication, etc.), while the reinforcing of more structural development activities (e.g., new product development process activities including idea screening, product design, process engineering, and testing, etc. conservative organizations should reinforce) for developing very innovative new products is effective for conservative organizations.