The Context and Process of Effective NPD: A Typology

Zhong-Qi Jin (), David F. Birks and David Targett
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Zhong-Qi Jin: School of Management, University of Bath, Bath BA2 7AY, United Kingdom
David F. Birks: School of Management, University of Bath, Bath BA2 7AY, United Kingdom
David Targett: School of Management, University of Bath, Bath BA2 7AY, United Kingdom

International Journal of Innovation Management (ijim), 1997, vol. 01, issue 03, 275-298

Abstract: Instead of attempting to find a generic solution to improve new product development (NPD) performance, this paper explores contingent approaches to effective NPD. A modified repertory grid analysis technique is used to analyse 30 new product cases, of which all the development processes are identified as effective. The result yields six different approaches which adhere to different contexts. It therefore suggests that there is no unique way to achieve effective NPD. Managers should react differently according to the contexts the NPD is engaged in. Though not comprehensive, the results may serve as a guide to effective NPD in relevant contexts.

Keywords: New product development; repertory grid; typology; context; process (search for similar items in EconPapers)
Date: 1997
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DOI: 10.1142/S1363919697000152

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