search query: @indexterm CONGLOMERATE COMPANIES / total: 223
reference: 4 / 223
| Author: | Harmancioglu, N. (et al.) |
| Title: | Your new product development (NPD) is only as good as your process: An exploratory analysis of new NPD process design and implementation |
| Journal: | R & D Management
2007 : NOV, VOL. 37:5, p. 399-424 |
| Index terms: | new products innovation product development organizational structure case studies conglomerate companies USA |
| Freeterms: | processes |
| Language: | eng |
| Abstract: | How do firms' new product development (NPD) process designs (hereafter as: p-d./p-ds.) differ when responding to an innovation mandate? How do NPD design elements differ across firms when implementing NPD processes? This paper explores e.g. these questions through a collective case study of newly implemented NPD p-ds. at three different strategic business units (SBUs) of a major U.S. based international conglomerate, one year after receiving the mandate to grow through innovation. The paper's analysis suggests that industry competitiveness and firm characteristics influence the NPD p-d. as SBUs employ distinct combinations of NPD design elements. The differential emphasis on design elements leads to variation in p-d. and divergence in innovation productivity. |
SCIMA