New Product & Service Development

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.

Graph with line showing increase of $ cots of gpu in vertical axis and availability of software for video editing, 3d graphics, games and bitcoin Ethereum mining on x-axis.

Research Insight

Want to Enhance an Innovation’s Value? Consider Indirect Network Externalities

Amiya Basu, Syracuse University

Word Cloud showing words such as best Practices, metrics, commercialization

Research Insight

New Product Development Best Practices: Reality vs Prescription

Gloria Barczak, ’87 Ph.D., Northeastern Univ.

Diverse team members discussing new product concept shown on a large screen

Research Insight

Want to Boost Innovation Success? R&D-Market Integration is Critical

Ashok Gupta, ’84 Ph.D., Ohio University

Silhouette of business-person with flag on mountain top over sky and rising sun light background

Research Insight

Want to Maintain Your First-Mover Advantage? Innovate into New Markets

Jonathan Bohlmann, NC State University

Business person at crossroads deciding between outsourcing and inhouse

Research Insight

When Should You Outsource R&D? Consider Capabilities and Project Characteristics

Jason Pattit, ’12 Ph.D., University of St. Thomas

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Research Insight

Managing Customer Heterogeneity for Competitive Advantage

Gerard Athaide, ’95 Ph.D., Loyola U. Maryland

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

Table showing 3 different eras for R&D lab location: transition, internally focused and dual R&D path

Research Insight

Wither the In-House Research and Development (R&D) Lab? Not So Fast!

Jason Pattit, ’12 Ph.D., University of St. Thomas

Speedometer with the word FAST and arrow pointing to highest speed

Research Insight

Want to Accelerate NPD? Adopt These Five Approaches

Murray Milson, ’93 Ph.D., Cal State Univ.

Product Designer working at computer

Research Insight

Seeking Favorable Consumer Responses to New Products? Use Product Design

Charles Noble, Univ. of Tennessee

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

Many small white arrows encircling one big yellow arrow to indicate innovation resistance

Research Insight

Understand “Resistance to Innovation” to Facilitate Innovation Success

Jagdish Sheth, Emory University

Picture of the word "Alliances" on solved puzzle pieces

Research Insight

Want to Have a Successful NPD Alliance? Follow a Four Stage Process

Murray Millson, ’93 Ph.D., Cal State Univ.

Best Practices of Successful Innovator

Research Insight

Want To Succeed at Innovation? Learn from the Best Practices of Successful Innovator

Jagdish Sheth, Emory University