Match the New Product Development Project with Its Context

Abstract: This  paper  provides  the  frameworks  and  tools  for  matching  the  innovation  and  new  product development  project  with  its  context  in  a  European  plastics  converting  company  which  develops, manufactures and markets total pipe systems. Where the company moves into new segment, it applies its conventional internally-oriented approach to its innovation and new product development and as a consequence,  it  faces  problems  in  terms  of  delay  of  time  to  market  and  increasing  costs.  The development of composite manifold is taken as an illustrative case of the problem that the company is facing. As indicated by the case, the company is trapped in a “one-size-fits-all” approach in its innovation and new product development process. The paper is developed through the use of primary research in the  form  of  in-depth  interview  and  case-study  discussions  with  innovation  managers,  program managers and marketing managers in the company's headquarters (Netherlands) and other European countries, and secondary research in the form of company data analysis and extensive literature review. Frameworks of newness and risk map as well as the corresponding scoring systems is elaborated and developed to increase the efficiency and effectiveness in the company's NPD.
Keywords:  new  product  development,  product  innovation,  newness  map,  risk  map,  efficiency  and effectiveness
Author: Eko Agus Prasetio
Journal Code: jpmanajemengg120011

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Jp Manajemen gg 2012