Navigating the new product development process

Susan Hart; Erik Jan Hultink; Nikolaos Tzokas

doi:10.1016/j.indmarman.2003.09.004

Navigating the new product development process

Susan Hart, Erik Jan Hultink, Nikolaos Tzokas

Marketing

Research output: Contribution to journal › Article › peer-review

117 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	619-626
Number of pages	7
Journal	Industrial Marketing Management
Volume	33
Issue number	7
DOIs	https://doi.org/10.1016/j.indmarman.2003.09.004
Publication status	Published - 2004

Keywords

new product development
evaluation criteria
new product development gates

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10.1016/j.indmarman.2003.09.004

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AB - 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.

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KW - evaluation criteria

KW - new product development gates

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Navigating the new product development process

Abstract

Keywords

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