Abstract
PurposeThis case study examines the new product development (NPD) process of digital information products (DIPs) and its critical success factors (CSFs) in a small-sized German enterprise.Design/methodology/approachA case study was conducted with a small firm focused on the development of DIPs; data were obtained through semi-structured interviews, direct observation and document analysis.FindingsThe firm uses an informal and cross-functional NPD process (idea generation, idea validation, product creation and product launch) in converting an idea into a sellable product. Peculiar aspects of each stage within the process as well as ten CSFs to NPD projects were verified.Research limitations/implicationsLimitations are attributed to its qualitative nature, which does not allow generalizations, though careful attention was given to validity and reliability issues through the use of data source triangulation.Practical implicationsThe paper provides a conceptual process that may benefit further initiatives for developing and launching DIPs, as well as a comprehensive list of CSFs for such projects.Originality/valueThis paper is the first one to schematize the NPD process and practices for DIPs, as well as key capabilities. It contributes to the NPD literature in discussing dynamic aspects that are typical to the firm analyzed and to others operating in a digital context. At the same time, it reinforces other traditional aspects that have become overlooked in digital business debates.
Highlights
The global market size for corporate e-learning was valued at US$64.4bn in 2019 and is expected to grow at a compounded annual growth rate of 9.16% by 2025 (Cision PR Newswire, 2020)
A study conducted by Cooper (2001) shows that top-performing firms gained over 49% of current sales from new products, and that half of successful new products assessed achieved at least a 33% return on investment (ROI) and 35% of market share
Analysis and discussion The results are divided into four parts: a brief description of the firm obtained through interviews and document analysis, a summarization and discussion of the underlying new product development (NPD) process and its components based on all three data collection strategies and the identified critical success factors (CSFs) impacting NPD are discussed, drawn from interview data confronted with observation records
Summary
The global market size for corporate e-learning was valued at US$64.4bn in 2019 and is expected to grow at a compounded annual growth rate of 9.16% by 2025 (Cision PR Newswire, 2020). This scenario may be favorable for firms and organizations engaged with digital information products (DIPs), and for entrepreneurs focused on developing and selling DIPs (online courses, eBooks, webinars, etc.). The full terms of this licence maybe seen at http://creativecommons.org/licences/by/4.0/legalcode
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