A novel new product development hybrid framework

Abstract

In the current New Product Development (NPD) literature, NPD constructs from process and management perspective are being viewed separately. This paper aims to advance the state of NPD literature and empirical understanding of the determinants for NPD success via the development of NPD process and management hybrid determinants' framework. As such, five NPD process constructs and 101 NPD process attributes are identified from the literature review. These attributes and constructs are formulated into a survey questionnaire which was answered by 186 respondents from R and D based companies within Malaysia. Exploratory Factor analysis was applied as data reduction tool to screen and group inter-correlated NPD process attributes with the ultimate aim to extract the representatives NPD Management constructs. Seven NPD Management constructs are extracted via Factor Analysis. Based on NPD Evolutionary Theory, attributes that commonly shared between NPD process and management constructs are identified and grouped together to form the NPD hybrid framework. The formation of NPD Process and NPD Management Hybrid Framework suggests that a comprehensive NPD Process and NPD Management integration theory exist with the potential to describe a large part of NPD phenomena within the context of R and D based companies in Malaysia. In term of novelty, the hybrid framework allows characterizing commonalities of attributes across the different stages of NPD process and various levels of NPD management. In addition, the hybrid framework has descriptive value in terms of studying, classifying and defining the attributes and relationships that govern process and management aspects in NPD.