A Content Analysis of Factors Affecting New Product Development Process

Article Information

Journal: Business and Economics Research Journal

Title of Article: A Content Analysis of Factors Affecting New Product Development Process

Author(s): Eda Atilgan-Inan, Aslihan Buyukkupcu, Serkan Akinci

Volume: 1

Number: 3

Year: 1

Page: 87 – 100

ISSN: 1309-2448


The objective of this study is to review the international marketing literature on new product development process and compare the changes in the important factors in the process with the changes in the management approaches. For this purpose, the articles in three international marketing journals were selected and “new product development” and “new product performance” were searched for in the abstracts. After grouping the variables in the process, they were compared with the perspectives of management in the related periods. The results indicated that organizational factors have always been important for new product development process, which is in line with the nature of the innovation process. But the emphasis on internal factors has increased in the 21st century which is congruent with the change in management perspective foregrounding resource based view. The study differs from the similar literature review studies on the point that it deals with the topic from international marketing perspective. Therefore, R&D and other marketing studies are not included in the review and the study proposes the important factors from international firms’ point of view.

Keywords: New product development, New product performance, International marketing, International management, Innovation

JEL Classification: M31, O31

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