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Navigating the new product development process

Hart, Susan and Hultink, Erik Jan and Tzokas, Nikolaos (2004) Navigating the new product development process. Industrial Marketing Management, 33 (7). pp. 619-626.

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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.