CASE STUDY OF CRITICAL SUCCESS FACTORS IN THE NEW PRODUCT DEVELOPMENT IN A SMALL ELECTROMEDICAL PRODUCT BUSINESS

Abstract

In a society that consumes a growing amount of technology, Technology-Based Firms (TBF) are highlighted as creators and suppliers of this technology, and are used to good models of New Product Development (NPD) aimed at effectiveness and greater efficiency on its processes. The Electromedical Devices industry is considered to be medium-high technological intensity, and companies in this sector play an important role in the Brazil, both economically, offering products with local solutions at a lower cost, as supporting the supply of solutions then increasing the population's access to health services. Current literature indicates several NPD models, but is lacking in jobs that point models tailored for specific activities branches, and the consequent application of these models in business. This work consists of an exploratory research with a qualitative approach, based on a single case study of a small company of Electromedical Products whose data sources were documents, observations and interviews in order to investigate and explain how the model adaptation process was conducted in the studied company, why certain decisions were made, and how the company conducted a strategy to deal with the Critical Success Factors (CSF) in the development of its new product line. As a result it became clear that the company encountered many obstacles, some inherent to Small Business, others common to TBF, and also regulatory, specific barriers of companies operating in the Electromedical Devices sector, but even with these obstacles, the studied company was able to develop and implement a solid strategy to deal with the CSF in the development of its products, resulting in a complete portfolio of products that meets the local regulations, which were accepted by the market, with domestic and international sales.