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Abstract:Developing new innovative products in the automotive industry means investing huge sums in advance, as one does not know if the product will be successful on the market after launch. Hence, companies are interested in knowing and measuring the critical success drivers within the development steps. The paper discusses the results of a qualitative meta-analysis of 16 empirical studies on New Product Development (NPD) success, which was carried out to gain deeper insight into these success drivers. Furthermore, based on the identification of three main dimensions (development process, resources and strategy), an explorative study in the German automotive industry shows that the findings are confirmed in practice as well. However, the results also indicate that there is still a gap between knowledge about practical relevance of those dimensions and the systematic assessment of these in the process. The study shows interesting approaches of best practices, such as the assessment of product advantage in combination with scenario analysis or the identification of appropriate innovations.

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In times of changing business models and international competition, there is an inherent need for companies to foster and develop mechanisms to absorb new technologies for innovative products and processes e®ectively. Such considerations lead to the strategic make-or-buy decision which was the subject of our research. This quantitative explanatory study in the German industry shows in particular that companies base their decision for internal or external sourcing on multiple weighted criteria with scoring models and, even more common, with portfolio matrices. These results are in common with recent research, however, other results are surprising, e.g. just a small minority of companies involve people from controlling and legal departments in these decision processes. The paper also reveals di®erences between companies with di®erent timing and competitive strategies, which are in line with the proposed characteristics of these strategic focuses in literature. Implications for theory and practice are given to foster future research in this area.

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