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AMERICAN JOURNAL OF MANAGEMENT

Project Scope, Market Size Prospects, and Launch Outcomes in Cooperative

New Product Development

Author(s): Kimberly M. Green

Citation: Kimberly M. Green, (2013) "Project Scope, Market Size Prospects, and Launch Outcomes in Cooperative New Product Development," American Journal of Management, Vol. 13, Iss. 2, pp. 41 - 54

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study investigates the relationship between the number of partners in cooperative new product

development and the scope of the development project, the projected market size for the product, and the

likelihood the product will be launched. With drug development in the pharmaceutical industry as the

setting, the hypotheses are tested using hierarchical modeling and a dataset of 7,167 drugs across 86

firms during the period 1995 – 2006. Results suggest that the number of development partners is

positively related to the scope of knowledge categories underlying the development effort, while the scope

of product applications is associated with market size.