Journal article
Navigating the new product development process
School of Management, University of East Anglia, Norwich NR4 7TJ, UK1
Department of Product Innovation and Management, Faculty of Industrial Design Engineering, Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands2
Department of Marketing, University of Strathclyde, Stenhouse Building, 173 Cathedral Street, Glasgow G4 0RQ, Scotland, UK3
The quest for success in new product development (NPD) requires management to navigate complex processes. This study presents empirical evidence of the evaluative criteria used by well-experienced NPD managers from the UK and the Netherlands to control performance at different gates of the NPD process.
The emerging usage patterns suggest that these criteria are aligned to the specific requirements of each stage in the process. This allows for detection of problems and initiation of adjustments that increase the chance for overall success of the new product. Based on these findings, recommendations are provided for managers to safeguard strategically the performance of their NPD efforts.
| Language: | English |
|---|---|
| Year: | 2003 |
| Pages: | 619-626 |
| ISSN: | 18732062 and 00198501 |
| Types: | Journal article |
| DOI: | 10.1016/j.indmarman.2003.09.004 |
