The manufacturer and foreign buyer collaborate to synthesize the knowledge of what is needed in the market and how to create and introduce new products to meet the needs of customers. The appropriate governance of such processes of the export relationship is important for new product performance in the export market. new product outcomes are determined by the interaction of the market environment with new product strategy and development process execution. The marketing literature suggests that formal and informal organizational governance mechanisms influence marketing outcomes
formal governance and interpersonal processes come together to influence new product success