This paper analyses direct and indirect effects of senior management behavior on the success of new product development projects and firm performance. To examine these behaviors, a PLS-structural equation model is applied to survey data collected from R&D-managers of small and medium-sized food and drink companies in Germany. Results found that project planning and process performance are able to mediate about 50% of the total impact of senior management support on project performance, with project planning being the more important mediator. Effects on firm performance are also largely mediated through its antecedents in the proposed model.