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Entrepreneurial Perception of Product Development Cycle Time within Startup Companies

Isberner, Leon LU and Nguyen, Susan LU (2018) BUSN09 20181
Department of Business Administration
Abstract
Purpose: While the phenomenon of new product development (NPD) and cycle time in
general is sufficiently covered in the literature, a clear picture of the NPD length in startups
has not been available so far. Simultaneously, the literature emphasizes the entrepreneurial
perception and judgment as major factor for the success of a business, but does not
specifically refer to the NPD cycle time. The purpose of this research is to explore the
perception of entrepreneurs on product development cycle length in startups. Furthermore,
possible opportunities and challenges of product development cycle time perceived by
entrepreneurs are investigated. Ultimately, this study discusses factors that influence the
perception of NPD... (More)
Purpose: While the phenomenon of new product development (NPD) and cycle time in
general is sufficiently covered in the literature, a clear picture of the NPD length in startups
has not been available so far. Simultaneously, the literature emphasizes the entrepreneurial
perception and judgment as major factor for the success of a business, but does not
specifically refer to the NPD cycle time. The purpose of this research is to explore the
perception of entrepreneurs on product development cycle length in startups. Furthermore,
possible opportunities and challenges of product development cycle time perceived by
entrepreneurs are investigated. Ultimately, this study discusses factors that influence the
perception of NPD cycle time.

Methodology: We followed an inductive, qualitative research strategy with an embedded
case study design of eight participating startups. First, we categorized them alongside five
topics. Second, we performed an in-depth analysis, using the software MAXQDA.

Findings: The results show that entrepreneurs have a different perception regarding the NPD
process. Also, it becomes evident that most entrepreneurs aim at being fast in product
development but do not consciously implement a strategy due to various reasons. Apart from
this, the findings show that the entrepreneurs’ perception of the NPD process and the related
cycle time is mainly influenced by six factors. These factors comprise the level of certainty,
pressure, personality, dependency, development stage and the support that the entrepreneurs
and their startups are confronted with. Depending on the perceived intensity of these factors,
entrepreneurs in startups perceive the speed of the NPD, its relevance, challenges and
opportunities in different ways.

Conclusion: The research question could be answered, despite the limitations concerning the
research method and the complexity of the topic and the cases. However, it is concluded that
there is a need of further research in order to reduce the limitations as well as to enhance the
significance and generalizability of the findings. (Less)
Please use this url to cite or link to this publication:
author
Isberner, Leon LU and Nguyen, Susan LU
supervisor
organization
alternative title
Analysis of the Factors that influence the Perception of Speed, its Challenges and Opportunities
course
BUSN09 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Entrepreneurship, entrepreneurial perception, entrepreneurial judgement, product development, fast cycle development, slow cycle development, NPD, speed, startups
language
English
id
8952415
date added to LUP
2018-08-01 13:49:42
date last changed
2018-08-01 13:49:42
@misc{8952415,
  abstract     = {Purpose: While the phenomenon of new product development (NPD) and cycle time in 
general is sufficiently covered in the literature, a clear picture of the NPD length in startups 
has not been available so far. Simultaneously, the literature emphasizes the entrepreneurial 
perception and judgment as major factor for the success of a business, but does not 
specifically refer to the NPD cycle time. The purpose of this research is to explore the 
perception of entrepreneurs on product development cycle length in startups. Furthermore, 
possible opportunities and challenges of product development cycle time perceived by 
entrepreneurs are investigated. Ultimately, this study discusses factors that influence the 
perception of NPD cycle time. 

Methodology: We followed an inductive, qualitative research strategy with an embedded 
case study design of eight participating startups. First, we categorized them alongside five 
topics. Second, we performed an in-depth analysis, using the software MAXQDA. 

Findings: The results show that entrepreneurs have a different perception regarding the NPD 
process. Also, it becomes evident that most entrepreneurs aim at being fast in product 
development but do not consciously implement a strategy due to various reasons. Apart from 
this, the findings show that the entrepreneurs’ perception of the NPD process and the related 
cycle time is mainly influenced by six factors. These factors comprise the level of certainty, 
pressure, personality, dependency, development stage and the support that the entrepreneurs 
and their startups are confronted with. Depending on the perceived intensity of these factors, 
entrepreneurs in startups perceive the speed of the NPD, its relevance, challenges and 
opportunities in different ways. 

Conclusion: The research question could be answered, despite the limitations concerning the 
research method and the complexity of the topic and the cases. However, it is concluded that 
there is a need of further research in order to reduce the limitations as well as to enhance the 
significance and generalizability of the findings.},
  author       = {Isberner, Leon and Nguyen, Susan},
  keyword      = {Entrepreneurship,entrepreneurial perception,entrepreneurial judgement,product development,fast cycle development,slow cycle development,NPD,speed,startups},
  language     = {eng},
  note         = {Student Paper},
  title        = {Entrepreneurial Perception of Product Development Cycle Time within Startup Companies},
  year         = {2018},
}