Abstract
Abstract Background: The unique, yet complex, new product development (NPD) process represents one of firms’ most significant operations that impose high weightage onto its profitability margins and market reputation. Objectives: The object of the research is to identify critical success factors (CSFs) of a new product development in Dubai firms. Methods/Approach: The paper uses literature as a basis for identifying critical success factors for a new product development, which is supported by a semi-structured interview of senior management-level executives in Dubai. Results: To pinpoint a set of the most influential CSFs, 12 factors for the NPD process are highlighted, based on their reoccurrence patterns in the literature and semi-structured interviews. Impact levels of 12 CSFs on the NPD process are expressed through a presentation from the highest to the lowest recurrent factor. Conclusions: Each CSF’s role in driving the NPD process to success has also been justified using real-time evidence, depicted throughout 4 case studies from different industries.
Highlights
A decade ago, the world witnessed the beginning of a rivalry amongst two tech giants: Apple and Samsung
Based on semi-structured interviews with the participating managers, the study findings have been summarized in 12 critical success factors
The critical success factors demonstrate the complete spectrum of the new product development process
Summary
A decade ago, the world witnessed the beginning of a rivalry amongst two tech giants: Apple and Samsung. To do so profitably entails the organization to invest in the process of new product development (NPD). Defined as a collection of related activities that begins with recognizing a market opportunity, and proceeds with converting it into a new product (Hallstedt et al, 2020), NPD is considered often as a source of competitive advantage (Owens, 2007). The unique, yet complex, new product development (NPD) process represents one of firms’ most significant operations that impose high weightage onto its profitability margins and market reputation. Objectives: The object of the research is to identify critical success factors (CSFs) of a new product development in Dubai firms. Methods/Approach: The paper uses literature as a basis for identifying critical success factors for a new product development, which is supported by a semistructured interview of senior management-level executives in Dubai. Conclusions: Each CSF’s role in driving the NPD process to success has been justified using real-time evidence, depicted throughout 4 case studies from different industries
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