Ozer, M. (2003). Using the Internet in New Product Development. Research Technology Management, 46(1), 10-16.

Format: Peer-reviewed article

Type: Experience

Experience level of reader: Fundamental

Annotation: Phases of the new product development process are described and suggestions are made on how to use the Internet to make the NPD process more effective and efficient.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

• Assess the viability of the product concept by using the Internet to gather market intelligence and trends. Economic and demographic data, which is used to predict potential market size, is easily found on many government and non-government websites. These sites are also useful when planning to market in unfamiliar locations, like overseas.
  Experiential. Author sites two examples of companies borrowing online ideas from other companies. Other examples are given for marketing in foreign countries.
  Occurrence of finding within the model: Tip 1.2

• Use the Internet to locate suppliers and get price quotes quickly.
  Experiential. Author provides an example of a company who saved much time by finding a supplier online.
  Occurrence of finding within the model: Step 4.1

• Use the Internet to assist with customer and product support. Train salespeople and provide them answers to product questions online. (The Baan Company: Case Study [2002], FileNew Corp: Case Study [2002], Tompkins Group: Case Study [2002])
  Occurrence of finding within the model: Step 9.2, Step 9.1, Step 8.4, Step 8.3, Step 8.2

• Use online idea-generation sessions with target consumers by setting up a private online research site. Ideas produced this way are found to be more unique and of higher quality. (Aiken, M. & Vanjani, M. [1997])
  Occurrence of finding within the model: Step 1.3, Step 1.2, Step 1.1

• Consider conducting prototype testing online because it has been found to be as effective as physical prototype testing. In addition it can be much less costly and completed in a shorter time frame. (Dahan, E. & Srinivasan, V. [2000])
  Occurrence of finding within the model: Step 5.3

• Find and recruit well qualified staff online. (Jones, S. [2001])
  Occurrence of finding within the model: Step 4.1

• Use independent online news groups and your companies own website to create product awareness at the launch phase. (Economist 354 [2000])
  Occurrence of finding within the model: Tip 8.1