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However, the vast majority of previous studies investigating the relationship between new product performance and <jats:styled-content style=\"fixed-case\">NPD<\/jats:styled-content> cycle time have adopted a monolithic process perspective rather than looking at cycle time for the distinct stages of the <jats:styled-content style=\"fixed-case\">NPD<\/jats:styled-content> process (i.e., fuzzy front end, development, and commercialization). As a result, little is known about the specific effect of the cycle times of the different stages on new product performance or how they interact to influence new product performance. This study uses a stage\u2010wise approach to <jats:styled-content style=\"fixed-case\">NPD<\/jats:styled-content> cycle time to test the main and interacting effects of fuzzy front end, development, and commercialization cycle times on new product performance using objective data for 399 <jats:styled-content style=\"fixed-case\">NPD<\/jats:styled-content> projects developed following a <jats:styled-content style=\"fixed-case\">S<\/jats:styled-content>tage\u2010<jats:styled-content style=\"fixed-case\">G<\/jats:styled-content>ate\u00ae type of process in one firm. The results reveal that at least in this firm, new product performance only increases if all three stages of the <jats:styled-content style=\"fixed-case\">NPD<\/jats:styled-content> process are consistently accelerated. This finding, combined with the previous research showing that firms use different mechanisms to accelerate different stages of the process, emphasizes the need to conduct performance effect studies of <jats:styled-content style=\"fixed-case\">NPD<\/jats:styled-content> cycle time at the stage level rather than at the monolithic process level.<\/jats:p>","DOI":"10.1111\/jpim.12019","type":"journal-article","created":{"date-parts":[[2013,4,2]],"date-time":"2013-04-02T09:10:07Z","timestamp":1364893807000},"page":"626-641","source":"Crossref","is-referenced-by-count":31,"title":["A Stage\u2010Wise Approach to Exploring Performance Effects of Cycle Time Reduction"],"prefix":"10.1111","volume":"30","author":[{"given":"Katrin","family":"Eling","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Fred","family":"Langerak","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Abbie","family":"Griffin","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2013,4,2]]},"reference":[{"key":"e_1_2_8_2_1","doi-asserted-by":"crossref","unstructured":"Adams\u2010Bigelow M. andA.Griffin.2005.Product development cycle time and success: New results from PDMA's comparative performance assessment study. 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