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ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JUNE 2011 VOL 3, NO 2 A product that will be technically sound and processes of which will be complex for other competitors, eventually will lead towards improved product performance and success (Tatikonda & Montoya-Weiss 2001). New product is necessary for the firm to be develop, because when a product reaches at maturity stage firm has to modify the existing product as well as has to introduce entirely a new product (Calantone, Garcia & Droge, 2003). Design of the product should be such that it should be easy to use for the consumer but technically it is stiff for competitors to imitate in short period of time and product can not be bandit in the market so that the firm can get the fruit of its innovation before the competitors jumps in. For efficient performance of NPD teams, sustainability at corporate level as well as proper utilization of organizational resources is necessary. Corporate management plays a vital role in leading and coordinating the global NPD efforts and success (Salomo, Kienschmidt & Brentani, 2010). Therefore with out corporate level involvement new product can not be introduced successfully in to the market. Launching of a new product demands a huge commitment of time and of resources as well. Swift NPD process will enable the product to make a significant place in the market. In this way product can be introduced speedily and same resources can be utilized for launching another new product thus minimizing cost of production (Griffin, 1997). It increases the revenues of the firm and eventually results in increase in profits. Research shows that there must be a proper organizational structure that supports new product development (Hwand, 2004). There should be a Centralized and dynamic organizational structure that support the creativity and innovativeness. Cross functional team is also an important ingredient for NPD success in which people from different departments work together. Cross functional teams who believe that they have monopoly in the market or they are empowered over their customers, chances of innovation at that place will be less (Ebrahimi & McGowan, 2006). Because if there will be stiff competition in the market, the firms will strive continuously for betterment. And then the same cause helps them to involve in R&D which leads toward NPD success. Research shows that higher the improved and better problem skills, the greater will be the chances of NPD success (Lynn & Akgun, 2003). It means that people diversity, their belongingness to different cultures, their expertise, knowledge and skills ultimately lead towards NPD success. Although team members work together in cross functional teams if they don’t share information among themselves then it will not result in NPD success (Jassawalla & Sashittal, 2000). All firms know the importance of teamwork, because for NPD success quality skills and expertise are required by team members (Cooper & Kleinschmidt, 1995). For NPD success, team composition is of great importance, usually multifunctional teams contribute more for attaining success (Bunderson & Sutcliffe, 2002). As employees come from different geographical areas, their culture, back ground, language is different, so one critical dilemma one has to face is information sharing (Doughtery, 1992). Researches have proved that creativity and innovation results from cross-functional NPD teams because of diversity (Woodenman, Swyer & Griffin, 1993). For NPD success advertising and promotion plays a vital role because unless a customer will be aware of new product, he will not buy it. For NPD success a lot of management commitment is required because advertising demands a huge investment (Parry & Song, 1997). NPD Success also depends on different marketing activities such as advertising and promotion (Lim, Sharkey & Heinrichs, 2004). Advertisement attracts people and promotion usefulness of distribution. Research Methodology An intensive and extensive literature review was carried out in which after critically evaluating different research work done on New Product Development success and completing scrutiny of its relationship with different factors. A conceptual model has been developed in which NPD COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 978
ijcrb.webs.com JUNE 2011 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2 success is dependent variable and various marketing and organizational factors are independent variables. Determinants of New Product Development Success; developing and proposing a conceptual model Dependent Variable Independent Variable M A R K E T I N G F A C T O R S Research & Developm ent Communi cation Chain Distributio n Synergy Advertisi ng N P D S U C C E S S Product design Cross functional team Time Efficiency Technical Synergy Independent Variable O R G A N I Z A T I O N A L F A C T O R S NPD SUCCESS CONCEPTUAL MODEL Sources: (Ahmadi, Roemer, & Wang, 2001) (Adis, & Razli, 2009) (Ebrahim,i & McGowan, 2006) (Researcher’s own processing) COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 979
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