NEW PRODUCT DEVELOPMENT SUCCESS FACTORS IN PROSPECTOR ORGANISATIONS; MIXED METHOD APPROACH

Abstract

New product development (NPD) is a path not a destination; a path that organisations, more than ever, should follow to survive in the present unpredictable and dynamic market. Prospector organisations, especially those whom are leaders in their own industrial sector, implement some factors to improve new product success rate. In this regard, by applying a sequential mixed method approach, 13 key factors are identified and categorised into managerial, structural and organisational, process and environmental factors. Through identifying, analysing and verifying importance of these factors, this research aims to bridge the gap between theoretical studies and practical subjects of NPD.