Overpowering Environmental Inconsistencies During NPD Activity Ensures Sustainability - Part of courage is simple consistency. ` Peggy Noonan

Abstract

Reality remarks that the companies are not
remote from their environments; their new product
development (NPD) strategy is altered by several factors.
These can either be inherent from the company´s external
environment such as Industry market, Government policy,
competitors or the internal environment which relate to the
company strategy, organization, culture etc. Innovation is
the core activity that guaranties a sustainable place in the
market for research and development companies nowadays.
Developing new or enhancing previous products capability
and features are among innovation’s forms that allow
companies to diversify their portfolios and respond to their
customers’ needs. Numerous theoretical and empirical
studies are trying to delineate the most critical success
factors for the NPD activity and establish a pattern that
would be suitable to reflect the NPD requirements and
constraints to achieve better performances. The literature
dealt with the performance of NPD activity and tried, in that
sense, to come up with a framework of metrics in order to
quantify the NPD performances. Taking into consideration
the above mentioned success factors, the conclusion
confirmed that the most suitable NPD configuration can be
established on a case-to-case basis.