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Marketing strategy may be one of the major causes of new product development (NPD) project success. However, many organizations ignore adequate marketing strategy leading to a poor NPD performance. The primary purpose of this research was to investigate the associations among implementation of brand marketing strategy, customer perceived value (CPV), and NPD performance. The second objective was to determine whether the impact of customer perceived value on NPD project performance was moderated by product characteristics.

Influence of Marketing Strategy on NPD Performance: Role of Customer Perceived Value and Product Characteristics