New product development practices in consumer versus business products organizations

Most recent work in the area of new product development has been of a theoretically prescriptive basis, ignoring, to a large degree, the current state of affairs in US corporations. The study examines, on a comparative basis, consumer and business products organizations, practices being utilized to...

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Bibliographic Details
Published in:The journal of product & brand management 1995, Vol.4 (1), p.33-55
Main Authors: Hanna, Nessim, Ayers, Douglas J, Ridnour, Rick E, Gordon, Geoffrey L
Format: Article
Language:English
Subjects:
Alliances
Comparative analysis
Design
Marketing
Organizational behavior
Polls & surveys
Product development
R&D
Research & development
Response rates
Studies
Success
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Summary:Most recent work in the area of new product development has been of a theoretically prescriptive basis, ignoring, to a large degree, the current state of affairs in US corporations. The study examines, on a comparative basis, consumer and business products organizations, practices being utilized to guide the development process and key factors influencing the success failure of the process. Results from an empirical study reveal that: (1) there is no one best means to structure the process; (2) top management commitment to and support of the process is a critical factor; (3) knowledge of markets and customers remains elusive; and (4) more similarities than differences exist between the practices undertaken by and the factors influencing success failure in consumer versus business products organizations.
ISSN:1061-0421
2054-1643
DOI:10.1108/10610429510083749