Examining the Reasons behind the Successes and Failures of New Products: A Study of New Product Performances in Training Division of XYZ Management

Pepey Riawati Kurnia ()
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Pepey Riawati Kurnia: PPM School of Management, Menteng Raya Street No. 9 � 19, 10340, Jakarta, Indonesia Author-2-Name: Author-2-Workplace-Name: Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

Abstract: Objective - New product performance is very important for the survival of any company. This research uses the Grounded Theory Method (GTM) to determine the factors that are relevant to the success and failure of new products. The study focuses specifically on new products in the Training Division of XYZ management. Methodology/Technique - The data for this study was collected using the interview method with the total of 5 respondents, researcher's involvement per se and FGDs. Findings - The coding process resulted in the creation of 4 groups comprised of the 3 main questions containing 20 factors relevant to new product failure. These factors were previously confirmed by a survey conducted among 26 NPD practitioners from various industries. This research identifies that the steps involved in the development of new products have not been optimally conducted in accordance with the new product development guidelines. The results of this study explain the role of telemarketers and sales managers which can change and affect the performance of a new product. Novelty - The involvement of the researcher as a telemarketer highlights the importance of the role and need of a reliable technological system to support the performance of new products. The findings of this research provide a greater understanding of the factors that contribute to product failure, namely a lack of a specific strategy for new products, less aggressive sales techniques and the shifting role of telemarketers and sales managers. Type of Paper - Empirical.

Keywords: New Product Performance; New Product Development Process; Sales Manager; Telemarketer (search for similar items in EconPapers)
JEL-codes: M1 M11 (search for similar items in EconPapers)
Pages: 12
Date: 2020-09-30
New Economics Papers: this item is included in nep-sea
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Published in Journal of Management and Marketing Review, Volume 5, Issue3

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