Effects of the Strategic Stance of the Firm on the New Product Performance: A Resource Advantage Theory Perspective

New product development (NPD) has been studied from many perspectives in the management literature. However there is a paucity of studies that investigate this topic with the lens of resource advantage (R-A) theory. In order to fill this gap, this study utilizes the under-developed aspects of R-Atheory to offer a conceptual framework thatexplores the antecedents of strategic stance of management team towards NPD, and consequences of this stance on the new product performance (NPP).This study also inspects the effects of environmental turbulence. The implications of this framework for future research on the subject of NPD are addressed.