Twin Transformation in New Product Development: Process Improvements, Efficacy Mechanisms, and Innovation Success

ABSTRACT Innovation remains a critical driver of organizational competitiveness, yet firms increasingly must align innovation with both digitalization and sustainability. This study examines how this integrated pursuit, called twin transformation, unfolds across the core stages of new product development (NPD). Using survey data from 567 employees and structural equation modeling, the results show that twin transformation is positively associated with NPD process improvements across concept development, product development and implementation, with the largest point estimate observed for product development. NPD process improvements exhibit positive direct and indirect relationships with innovation success through digital efficacy and sustainability efficacy, revealing two closely related benefit‐attribution pathways. Management commitment further strengthens the relationship between NPD process improvements and innovation success, with additional indications of a positive moderating role in the product development stage. Overall, the findings link twin transformation within NPD to process improvements and innovation success, highlighting the relevance of integrating digital and sustainability initiatives into development activities and the role of management commitment in realizing innovation‐related benefits.