New product development: the arch gate to business sustainability - a case of a confectionery brand in Indonesia

Abstract

New product development (NPD) is an important element for companies. Managing a continuous and successful NPD is a necessity for business sustainability. The research was based on a case study of a confectionery brand in Indonesia. The brand has unique characteristics, i.e., it is a global product serving Asian region, the demand is festive, and the sales channel are mainly impulse. New product development is important for the brand sustainability, and the research was to study the overview of the NPD process for the brand, its driving forces, and key success factors. The study used a qualitative methodology, where key learning derived from in-depth interviews, documentation and observation. The overall process of NPD was summarised as proposed NPD framework for the studied brand.