Reid, M. (2001). Benchmarking NPD Success Factors in the Australian Food Processing Industry. Journal of Food Products Marketing, 7(4), 19-35.
Format: Peer-reviewed article
Type: Research — Non-experimental
Experience level of reader: Fundamental
Annotation: The paper focuses on the firm's program level performance drivers of new product development as opposed to the drivers at a project level. A self-administered questionnaire was collected from 232 food manufacturers in Australia. Correlations were done on the respondents reported level of NPD performance and the performance on pre-determined NPD drivers. Three drivers showed the most significance, cross-functional involvement, defined strategic thrusts and adequate resources.
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, Researchers
Knowledge user level addressed by the literature: Organization
This article uses the Commercial Devices and Services version of the NtK Model
Method: The primary drivers of performance appear to be: 1. Cross-functional Involvement and good interfacing between those involved in undertaking NPD. 2. Developing a profile of defined product/market arenas to direct new product ideation and investment in R&D and marketing capabilities. 3. Provision of adequate resources for undertaking NPD. 4. Leadership and organization of projects including the use of product champions and enabling managers the flexibility to make decisions relating to NPD activities. 5. A strong market orientation that links both customer and competitor insights into the NPD process for improved decision-making. 6. A high level of senior management involvement in order to illustrate to employees that management is committed to successful NPD outcomes. 7. Undertaking up-front homework including appropriate project screening and evaluation activities, concept development and testing, and preliminary market and technical testing.
Survey. Results from questionnaire analysis.
Occurrence of finding within the model: Tip 4.1, Stage 1, Step 4.10, Step 4.1, Step 4.11, Step 2.2