Developing a self-assessment model for measuring new product development performance: an AHP approach

Abstract

This paper identified a list of twenty-one elements under seven performance criteria as advocated in literature that affect new product development (NPD) practices and performance in industry. Incorporating the findings of interviews with industry practitioners and experts in Hong Kong, a generic self-assessment model of NPD performance was developed using the analytic hierarchy process (AHP) methodology. It was found that 'results orientation', 'customer focus' and 'strategy' constituted to the most important criteria. With the aid of the HP software, the collected data was analysed, and the relative importance of performance criteria and elements was computed. The point values for scoring criteria and sub-elements of model were devised using the normalised weights of empirical findings obtained from the AHP analysis. This paper contributes to identifying the performance criteria and developing the assessment model for managing NPD in industry. Further research is needed to investigate the applicability of the self-assessment model.