Does Big Data–Embedded New Product Development Influence Project Success?


Our study explores the nature of big data–embedded new product development (NPD) and to what extent big data influences NPD project success. Using data collected from 558 NPD projects, our study shows that embedding big data in NPD processes promotes NPD project success, but the effects vary for the seven different stages of NPD. A data-driven culture—characterized by senior management’s emphasis on data-driven decision-making and a reward system for big data–embedded NPD—can promote the implementation of big data–embedded NPD. We offer specific recommendations for managers considering or implementing big data–embedded NPD.