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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