Understanding the effects of uncertainty on NPD speed: a temporal perspective

Purpose Our goal is to propose an effective adaptive strategy to address the challenges of uncertainty stemming from deglobalization. Design/methodology/approach Using data from 248 firms across diverse industries, we investigate how environmental uncertainty influences new product development (NPD) speed and explore the moderating role of external network information – sourced from trade associations (TAs) and non-governmental organizations – in mitigating or amplifying the impact of uncertainty. Findings Our findings reveal that both technological uncertainty and market uncertainty positively influence NPD speed. Additionally, the embeddedness of TAs positively moderates the relationship between market uncertainty and NPD speed but negatively moderates the relationship between technological uncertainty and NPD speed. In contrast, the embeddedness of non-profit organizations and non-government organizations positively moderates the relationship between technological uncertainty and NPD speed while negatively moderating the relationship between market uncertainty and NPD speed. Originality/value Deglobalization has heightened environmental uncertainty, particularly in the areas of market dynamics and technological advancements. Existing research highlights a wide array of adaptive strategies to mitigate such uncertainty, often attributed to insufficient information for reliable forecasting. However, a critical yet less examined aspect of environmental uncertainty is the rapid pace of change. We propose that accelerating the speed of NPD represents an innovative strategy to navigate these challenges effectively.