Success Factors in New Product Development
Toyohiro Kono, Leonard Lynn · Palgrave Macmillan UK eBooks · 2007
Each new product is unique, and no two new products are developed in quite the same way. Part of the challenge for those involved in managing NPD is finding commonalities that make it possible to learn from their own experiences and those of others. In Chapter 3 we described how different processes should be used, depending on whether the new product is technology intensive, market intensive where consumer preferences are stable, or market intensive where consumer preferences are highly dynamic. The development of a new drug or copying Figure 12.1 Success factors in new product development machine should be approached very differently from the development of a new mayonnaise or a new line of women’s clothing. But, even though there are major differences in new product processes, certain success factors are generally applicable. These factors, and how they fit together, are shown schematically in Figure 12.1. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.