New product development practices in consumer versus business products organizations

Abstract

Most recent work in the area of new product development has been of a theoretically prescriptive basis, ignoring, to a large degree, the current state of affairs in US corporations. The study examines, on a comparative basis, consumer and business products organizations, practices being utilized to guide the development process and key factors influencing the success/failure of the process. Results from an empirical study reveal that: (1) there is no one best means to structure the process; (2) top management commitment to and support of the process is a critical factor; (3) knowledge of markets and customers remains elusive; and (4) more similarities than differences exist between the practices undertaken by and the factors influencing success/failure in consumer versus business products organizations.

Citation

Hanna, N., Ayers, D.J., Ridnour, R.E. and Gordon, G.L. (1995), "New product development practices in consumer versus business products organizations", Journal of Product & Brand Management, Vol. 4 No. 1, pp. 33-55. https://doi.org/10.1108/10610429510083749