Breakeven Time on New Product Launches: An Investigation of the Drivers and Impact on Firm Performance
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2014
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Calantone, R. J., Randhawa, P., & Voorhees, C. M. (January 01, 2014). Breakeven Time on New Product Launches: An Investigation of the Drivers and Impact on Firm Performance. Journal of Product Innovation Management, 31, 94-104.
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Abstract
The ability to break even faster on new product projects is becoming increasingly critical for firms in fast-moving industries where continually reinvesting in research and development efforts matters greatly for survival. However, most research to date has focused on studying the impact of two primary innovation outcomes: sales and profits. The exclusive emphasis on sales and profit may be warranted for certain types of goods such as durable goods, but when examining the effects of new products in fast-moving consumer goods or in the entrepreneurial sphere, where cash to cash matters greatly for survival, it is critical for both researchers and practitioners to not only consider the profits and sales generated by the new product but also the time to breakeven. This paper develops a theoretical framework using the competency-based literature to examine the effects of innovation drivers (customer idea source, speed to market, product quality, and product newness) on breakeven time (BET) and project profits, and their subsequent impact on firm performance. A three-stage least square estimation method was employed using longitudinal data on 945 new product development projects and launches in the morning (breakfast) foods category. The results clearly pinpoint that for successful product innovation, managers need to consider the time taken to breakeven on new product development. Specifically, the results demonstrate that speed to market and product quality shorten BET, but customer idea source extends BET. Second, the analysis also empirically demonstrates that BET is an equally effective predictor of firm performance as project profits in the short run, but significantly a stronger predictor of firm performance in the long run (t + four years), suggesting that BET should be regarded as a superior leading indicator of firm performance versus product profitability for fast-moving consumer goods segment. This is an important finding that suggests firms that recoup their cash investments more quickly experience greater short-term and significantly more long-term success.