Innovations in new product development at Universal Pipe and Fittings

Abstract

Purpose

To describe an innovative practice that has implication for new product developers.

Design/methodology/approach

The case describes an approach to building creativity used in an actual company. The name of the organization has been changed at its request. Interviews with company representatives, organizational concept papers and publicly available data were used to write the case study.

Findings

Provides information and action approaches to new product developers that may increase the success and accuracy of resulting new products. The subject company applied the mind mapping technique, previously used in project management, to new product development. Their results offer encouraging implications for new product development teams.

Research limitations/implications

As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn in the case may have limited applicability.

Practical implications

The case depicts an innovative application of the mind mapping technique to the new product development process. Other organizations may find the technique of value in their own efforts.

Originality/value

The case is the first to describe a successful application of the mind mapping technique to the new product development process. It offers the potential of improving the success of new products in the marketplace, increasing company success.

Citation

Swan, H. and Pitta, D. (2006), "Innovations in new product development at Universal Pipe and Fittings", Journal of Product & Brand Management, Vol. 15 No. 2, pp. 150-154. https://doi.org/10.1108/10610420610658992