The Differential Effect of Development Speed and Launching Speed on New Product Performance: An Analysis in SMEs

Abstract

In the last decade, two new components have emerged in the innovation literature: the importance of performance indicators and the time perspective. It is assumed that innovation speed is vital in today's competitive, uncertain, and turbulent market environment. Our study offers a review of the different ways in which innovation speed has been conceptualized and measured. Based on the analysis of 159 small and medium‐sized enterprises, this study indicates that there is a need to differentiate between development speed and launching speed. The results show the key role of entrepreneurial orientation and innovation speed for .