Navigating the new product development process
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 proce...
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| Veröffentlicht in: | Industrial marketing management 2004-10, Vol.33 (7), p.619-626 |
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| container_end_page | 626 |
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| container_title | Industrial marketing management |
| container_volume | 33 |
| creator | Tzokas, Nikolaos Hultink, Erik Jan Hart, Susan |
| description | 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. |
| doi_str_mv | 10.1016/j.indmarman.2003.09.004 |
| format | Article |
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| fulltext | fulltext |
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| ispartof | Industrial marketing management, 2004-10, Vol.33 (7), p.619-626 |
| issn | 0019-8501 1873-2062 |
| language | eng |
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| source | Elsevier ScienceDirect Journals |
| subjects | Business Criteria Evaluation Evaluation criteria Management Netherlands NPD gates Product development Product management Studies United Kingdom Weights |
| title | Navigating the new product development process |
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