Firm size: Implications for achieving success in new industrial services

Abstract

Understanding what determines winners and losers in the development of new products and services for firms is important. Researchers have identified several general performance determinants, hut few have shown how variations in the type of firm might impact on the success/failure equation. This study focuses on the business‐to‐business services sector and examines how firm size moderates the set of factors that determine new service outcomes. The findings indicate that, while certain factors are of similar importance in both firm size models, other dimensions are uniquely linked to the success/failure of new services for either large‐ or small‐size firms.