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Critical success factors of new product development in Taiwan's electronics industry

Colin Chi‐Jyun Cheng (Department of International Business, Yuan Ze University, Chung‐Li, Taiwan, and)
Eric C. Shiu (Birmingham Business School, The University of Birmingham, Edgbaston, UK)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 28 March 2008




The purpose of this paper is to explore critical success factors of new product development in Taiwan's electronics industry which uses the approach of re‐innovation.


Focus group research was conducted. In total 71 participants from Taiwan's electronics industry were allocated into eight different groups ranging from minimum eight to maximum ten participants in a group.


Suggested critical success factors of re‐innovation include time reduction in development process, cost reduction in product manufacture, products with high levels of customization, relative advantage, or added value, efficiently internal coordination and external cooperation, appropriate product introduction timing, and less aggressive competitors responses.

Research limitations/implications

A main limitation of this study is that the field data were all from Taiwanese‐based companies in certain industries. Generalization could be increased by collecting data from other countries and industries.

Practical implications

Firms using the approach of re‐innovation should take into account various characteristics of different innovation types so as to adjust their approaches of new product development.


The first contribution of this study is to provide information regarding the critical success factors of product re‐innovation in Taiwan's electronics industry. Second, the knowledge of new product development can be added because of an increase in the understanding of re‐innovation in the Asia‐Pacific region which has received much less attention than North America and Europe by innovation researchers.



Chi‐Jyun Cheng, C. and Shiu, E.C. (2008), "Critical success factors of new product development in Taiwan's electronics industry", Asia Pacific Journal of Marketing and Logistics, Vol. 20 No. 2, pp. 174-189.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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