Comparing better performing companies from lesser performing companies in successful new product development
The contribution of new products to corporate growth and survival has long been acknowledged. However, not much is known about the new product development (NPD) activities conducted by better performing companies compared to the lesser performing companies. It is the aim of this study to investi...
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| Format: | Conference or Workshop Item |
| Language: | English |
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2012
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| Online Access: | http://irep.iium.edu.my/27513/ http://irep.iium.edu.my/27513/2/3.pdf |
| Summary: | The contribution of new products to corporate growth and survival has long been acknowledged. However, not much is known about the new product development (NPD) activities conducted by better performing companies compared to the lesser performing companies. It is the aim of this study to investigate the activities conducted by better performing compared to lesser performing companies in NPD.
Data collected from 185 Malaysian manufacturing companies by way of a large scale mail survey revealed that there are significant differences exist between the better performing and lesser performing companies with regards to their strategic orientation, marketing knowledge, production skills and resources, ability to develop unique, superior and technologically innovative products that were market driven.
The findings suggested that factors that have strong influence on new product development success are all within the control of management and could provide guidance for companies seeking for ways to improve their new product performance record.
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