New Product Development (NPD) is a critically important source of competitive advantage in today’s global economy. At the same time, successfully developing new goods and services is challenging. While estimates of new product failures vary, there is concern that the failure rates have remained consistently high.
Against this background, the Center aims to advance our understanding of new product development success and learning from failure. NPD success requires balancing creativity and discipline, discerning emerging trends, adopting various modes of gleaning insights about customer needs and aspirations, applying systematic processes to transform marketplace needs into innovations, and leading the market by establishing breakaway ideas and developing market-defining technologies.
Research Insight
Want to Enhance an Innovation’s Value? Consider Indirect Network Externalities
Amiya Basu, Syracuse University
Research Insight
Seeking Favorable Consumer Responses to New Products? Use Product Design
Charles Noble, Univ. of Tennessee
Research Insight
New Product Development Best Practices: Reality vs Prescription
Gloria Barczak, ’87 Ph.D., Northeastern Univ.
Research Insight
Want to Boost Innovation Success? R&D-Market Integration is Critical
Ashok Gupta, ’84 Ph.D., Ohio University
Research Insight
Want to Maintain Your First-Mover Advantage? Innovate into New Markets
Jonathan Bohlmann, NC State University
Research Insight
When Should You Outsource R&D? Consider Capabilities and Project Characteristics
Jason Pattit, ’12 Ph.D., University of St. Thomas
Research Insight
Managing Customer Heterogeneity for Competitive Advantage
Gerard Athaide, ’95 Ph.D., Loyola U. Maryland
Research Insight
Innovation 2030: 5 Predictions
Aric Rindfleisch, University of Illinois Urbana-Champaign
Executive Perspective
Looking to Increase the Marketing & Financial Success Odds of New Products & Services?
Peter Klein, ’68, Founder, PK Associates
Executive Perspective
Want to Succeed and Grow Via Innovation? Adopt a Total Innovation Perspective
Peter Klein, ’68, Founder, PK Associates
Executive Perspective
Want to Focus Your NPD Efforts? Identify Strategic Growth Opportunity Areas
Peter Klein, ’68, Founder, PK Associates
Executive Perspective
To Identify NPD Opportunities Build Customer Trust to Unearth Their Pain Points
Kirk Andreae, CEO, Clarke Power Services
Research Insight
Wither the In-House Research and Development (R&D) Lab? Not So Fast!
Jason Pattit, ’12 Ph.D., University of St. Thomas
Research Insight
Want to Accelerate NPD? Adopt These Five Approaches
Murray Milson, ’93 Ph.D., Cal State Univ.
Executive Perspective
Jump First, Think Fast – Development of the Reebok Pump Sneaker
Frank O’Connell, Former President Reebok
Executive Perspective
Agile and Frugal Innovation: Vehicare’s rapid response to Covid-19
Mark Andreae, ’68, Chairman, Clarke PSI
Research Insight
Innovation Management Can Benefit from More Insights on “Resistance to Innovation”
Jagdish Sheth, Emory University
Research Insight
Understand “Resistance to Innovation” to Facilitate Innovation Success
Jagdish Sheth, Emory University
Research Insight
Want to Have a Successful NPD Alliance? Follow a Four Stage Process
Murray Millson, ’93 Ph.D., Cal State Univ.
Research Insight
Want To Succeed at Innovation? Learn from the Best Practices of Successful Innovator
Jagdish Sheth, Emory University