New product development research draws on a range of different theories, though no
overarching theory explaining NPD success has emerged. Atuahene-Gima and Evangelista
(2000) however identified an underlying dichotomy in existing theories: economically
rational approaches, and socio-political approaches. In this paper we test a model which
reflects this dichotomy, and using data from 184 NPD projects, we provide empirical
evidence that that this multi-lens theoretical approach has great potential to better understand
factors driving NPD outcomes.