Abstract
In recent decades, the rate of new product development increased due to the burst of competition between organizations in developing new products, services and new markets. In such a competitive condition, the main challenge of organizations is to develop new products according to the goals of the organization and needs of customers. Therefore, this study tries to propose success factors in new product development for food industry based on a model developed using a mixed method. The preliminary model is proposed by reviewing related literature in innovation management and product development and also using semi-structured interviews with executive managers of food industry. Then using exploratory and confirmatory factor analysis, the validity of the model and final scales were analyzed. The results show that Strategic Thinking (ST), Product Features (PF), Skills and Abilities (SA), internal and external Team Involvement (TI), Supply Chain ability (SC), Development Process (DP) have a correlation with the success of new product development in food industries of Iran. Among these dimensions, Market Characteristic (MC) has the highest importance and after that Skills and Abilities (SA), internal and external Team Involvement (TI) got the other ranks, respectively.
Highlights
Due to the advances in science and technology and the rapid changes in the market, a product’s life cycle has become much shorter than before
Confirmatory factor analysis confirmed the correlation between success of new product development and seven aspects and correlation between seven aspects and the components related to each aspect
In internal and external Team Involvement aspect (TI), the highest correlation relates to Customer Involvement in New Product Development (NPD) Process criteria that indicate that managers of marketing and research and new product development in the food industry welcome presenting the customers’ view in new product development process that shows the fact of competitiveness of this industry
Summary
Due to the advances in science and technology and the rapid changes in the market, a product’s life cycle has become much shorter than before. A New Product Development (NPD) strategy is an important activity that helps enterprises to survive and make continuous improvements (Liu et al, 2005). Considerable effort has been made in the past several years to help organizations make better decisions in NPD project selection (Ringuest et al, 2004; Lawson et al, 2004). A wide range of criteria is used for analysis such as strategic target, competitors, technical feasibility, manufacturing capability, financing, risks, organizational culture, market potentials and project schedule. Most of these studies focus on identifying CSFs and developing decisionmaking methods.
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