Navigating the new product development process

Susan Hart, Erik Jan Hultink, Nikolaos Tzokas

Research output: Contribution to journalArticlepeer-review

81 Citations (Scopus)


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 languageEnglish
Pages (from-to)619-626
Number of pages7
JournalIndustrial Marketing Management
Issue number7
Publication statusPublished - 2004


  • new product development
  • evaluation criteria
  • new product development gates


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