“…Following a call by Henri and Wouters (2019), this study presents an empirical examination that sets the application of a comprehensive set of MC instruments along different stages of the NPD process in relation to the performance of a firm's innovation activities. It complements earlier research that considered a limited selection of instruments (Davila et al, 2009;Markham and Lee, 2013), provided case-based evidence (Akroyd and Maguire, 2011;Akroyd et al, 2016;Feeney and Pierce, 2018;Bürkland et al, 2019) or focussed on small firms (de Waal and Knott, 2016, 2019a, 2019b. We also answer Barros and da Costa Ferreira's (2019) call for more research on the application of controls in different stages of the NPD process.…”