Why new business development (NBD) succeeds or fails is an intriguing question that has kept many researchers and practitioners occupied. Previous research has addressed organizational and market factors that influence new business development activities. These outcome-driven studies are very appropriate for uncovering factors influencing success and failure of NBD-activities, the effect on business development is in this type of research independent of the temporal sequence of events. This limits our ability to understand the business development process, because the order in which events take place matters regarding our understanding of why business development fails.

Therefore, we need event-driven studies to provide insight about how the NBD-process unfolds, and how the sequence of events leads to path-dependent processes that determine the outcome of the NBD-process. The key question we address is how the sequence of events affects the success and failure of business development processes?