Suwannapron, P., Speece, M. (2003). Marketing Research and New Product Development Success in Thai Food Processing. Agribusiness, 19(2), 169-188.
Format: Peer-reviewed article
Type: Research — Non-experimental
Experience level of reader: Fundamental
Annotation: A survey of Thai food manufacturers was conducted to identify the most important factors related to new product development success. The results indicate the market research must be conducted throughout the entire new product development process to result in success for Thai food manufacturers. Further, the internal flow of information between research and development and marketing functions, and a strategic orientation are also important factors in successful new product development.
Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)
Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers
Knowledge user level addressed by the literature: Organization
This article uses the Commercial Devices and Services version of the NtK Model
Model: Internal communication is key to new product development success. Communication can enable marketing to be highly involved throughout the development process, which gives them more influence to ensure customer needs are being met.
Survey data.