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Navigating the new product development process |
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| Authors: | Nikolaos Tzokas [Author Vitae] Erik Jan Hultink [Author Vitae] Susan Hart [Author Vitae] |
| Institution: | a School of Management, University of East Anglia, Norwich NR4 7TJ, UK b Department of Product Innovation and Management, Faculty of Industrial Design Engineering, Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands c Department of Marketing, University of Strathclyde, Stenhouse Building, 173 Cathedral Street, Glasgow G4 0RQ, Scotland, UK |
| 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. |
| Keywords: | NPD gates Evaluation criteria Weights |
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