Driving-market or Market-driven? A Case Study Analysis of the New Product Development Practices of Chinese Business-to-Business Firms

Drawing on multiple case studies, the authors identify four types of new product development practice in Chinese B2B firms and explore the reasons for variation in performance between the four. The authors find that critically, the most successful firms were found to be those characterised by a driving-market approach, rather than those relying solely on relationships and reacting to changing market phenomena.