“…The “market” category, by comparison, consists of market share (Cusumano and Nobeoka, 1992; Page, 1993; Barczak, 1995; Calantone et al , 1995) and success rate (Cooper, 1984; Song et al , 1998). The “product efficiency” category focuses on time‐based indicators, such as time to market, speed to market, and time for project completion (Sbragia, 1984; Griffin and Page, 1993; Song et al , 1998; Driva et al , 2000; Swink, 2000). Finally, the “product effectiveness” category mainly refers to product quality (Griffin and Page, 1993; Olson et al , 1995; Song et al , 1998; Kusunoki et al , 1998; Swink, 2000; Gruner and Homburg, 2000).…”