This study investigated the moderating effect of new product innovativeness on the relationship between the new product development process and new product performance. The results demonstrate that new product innovativeness exerts a moderating effect. For incrementally innovative new products, thorough execution of process activities was found to have a significant effect on new product performance. For moderately innovative new products, the formality of process activities, integrated execution, thorough execution, and external dependence were found to have significant effects on new product performance. For highly innovative new products, similar to the case of incrementally innovative new products, the formality and thorough execution of process activities were found to have significant effects on new product performance. The relationship between new product type and the number of significant success variables was found to exhibit an inverted U-shaped pattern.