Perspective: empirical generalization and the role of culture in new product development

Abstract

Empirical generalization continues to be a challenge in most applied fields that favor publication of original results. The purpose of this study was to report on a new product development exercise in one, controlled cultural setting, which replicates and extends Ettlie (2002). Results from four recent graduate business classes in Portugal shows that the background of students - technical versus other or mixed - is a nearly perfect predictor of the average or central estimates the class makes tendency (median) of new product success in the exercise. Country matters little. These results have now persisted over nearly seven years, and implications are discussed concerning theory, practice, and future research.