Framwork Building and Empirical Study on New Product Development

• Main Authors: Lin, Chai-Li, 林嘉力
• Other Authors: Wayne Chow, S.
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/05315222480052523703

碩士 === 淡江大學 === 管理科學研究所 === 86 === 　　New product development is a venturous activity with high-profit and high-loss. Takeuchi and Nonaka(1986) finds that new product development cost above 40%of total sales in the future. However, Crawford(1996) points out that the failure rate of new product development is between 40% and 90%. 　　Successful new product development becomes a sustainable competitive advantage for a company, however, the conflict between high profit and high risk remains to be solved. In order to reduce the conflict, this study builds an integrated and effective framework for new product development. 　　The framework of new product development is marketing oriented. It is a sequential process, including strategic planning, opportunity identification, product development, and product management. 　　After the empirical study of four companies, this study finds that the framework developed has four contributions, including consistency, efficiency, generality, and adaptability.