The Key Success and Failure Factors of New Product Development: A Case Study of W Food Company

• Main Authors: Shih-fang Hsu, 徐世芳
• Other Authors: Chi-Shiun Lai
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/88955153280393750932

碩士 === 雲林科技大學 === 企業管理系碩士班 === 96 === New product development is one of the most important strategies that company implemented for creating enterprise value. Phasing rapid changing and dynamic environments, local industries have no choices but to conduct new product development through innovation to enhance product added values. However, new product development process is tedious and can be influenced by various factors. Some of the factors may lead to product success. Some of them, on the other hand, may lead to product failure. Therefore, a number of literatures exists that deal with new product development contingency model to remind new product development project managers watch for factors that may lead to failure. This study takes W Food Company as research object. By interviewing with some staff related to new product development to find out what are key success and failure factors in developing new products during the latest three years. Moreover, this study analyzes and compares different perspectives from marketing planning, R&D, and sales in case company. The results reveal that the key success factors of new product development include ‘control quality of new product development process’, ‘emphasizing market orientation, etc., totally 14 factors. However, there are nine factors lead to the failure of the new product development. Those are ‘disregarding the process of new product development’, ‘lacking communication on the new product development strategy’, and so on. As for the most important key success factor, the perspectives of each department are different. Marketing planning staff conceives that it is puting advisable resource in the new product. R&D staff conceives that it is control quality of new product development process, and sales force conceives that it is the product catering to the user. As for the most important key failure factor, the staffs of marketing planning and sales conceive that it is lacking communication on the new product development strategy, while R&D staff conceives that it is absence of entrepreneurial research.