Your New Product Development (NPD) is Only as Good as Your Process: An Exploratory Analysis of New NPD Process Design and Implementation

26 Pages Posted: 26 Oct 2007

See all articles by Nukhet Harmancioglu

Nukhet Harmancioglu

Bilkent University

Regina C. McNally

affiliation not provided to SSRN

Roger J. Calantone

Independent

Serdar S. Durmusoglu

affiliation not provided to SSRN

Abstract

Given industry competitiveness, how do firms' new product development (NPD) process designs differ when responding to an innovation mandate? How do NPD design elements differ across firms when implementing NPD processes? These design elements are strategic business unit (SBU) senior management involvement, business case content, customer interactions, and cross-functional integration. What are the consequences of different combinations of NPD process design elements for innovation productivity? We explore these questions via a collective case study of newly implemented NPD process designs at three different SBUs of a major US-based international conglomerate, 1 year after receiving the mandate to grow through innovation. Our analysis suggests that industry competitiveness and firm characteristics influence the NPD process design as SBUs employ distinct combinations of NPD design elements. The differential emphasis on design elements leads to variation in process design and divergence in innovation productivity.

Suggested Citation

Harmancioglu, Nukhet and McNally, Regina C. and Calantone, Roger J. and Durmusoglu, Serdar S., Your New Product Development (NPD) is Only as Good as Your Process: An Exploratory Analysis of New NPD Process Design and Implementation. R&D Management, Vol. 37, Issue 5, pp. 399-424, November 2007, Available at SSRN: https://ssrn.com/abstract=1024359 or http://dx.doi.org/10.1111/j.1467-9310.2007.00486.x

Nukhet Harmancioglu (Contact Author)

Bilkent University ( email )

Ankara, 06800
Turkey

Regina C. McNally

affiliation not provided to SSRN

No Address Available

Roger J. Calantone

Independent

Serdar S. Durmusoglu

affiliation not provided to SSRN

No Address Available

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