Calantone, R.J., diBenedetto, C.A. (1988). An Integrative Model of the New Product Development Process An Empirical Validation. Journal of Product Innovation Management, 5, 201-215.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: In the opinion of NPD Managers, new product success rates are directly affected by four inter-related factors: 1) Specific marketing activities, 2) Specific technical activities, 3) Specific launch activities, and 4) Product quality level relative to competition.

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, Researchers

Knowledge user level addressed by the literature: Organization

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

Model: NPD risk can be controlled to some extent by Management-direct actions. For example, a company with expertise limitations in technical or marketing areas, can compensate by contracting out to external parties.
Survey of 189 industrial product manufacturers with multi-factor analysis using three-stage least squares analysis.

Method: The decision process for product launch should focus closely on the activities completed which are specific to the new product: including all categories of marketing, technical and launch activities — none can be safely ignored. Evidence of shortcuts taken in any area greatly increase risk to the NPD project overall.
Survey of 189 industrial product manufacturers with multi-factor analysis using three-stage least square analysis.
Occurrence of finding within the model: Gate 7

• Marketing Resources, Skills & Activities: Proper execution of marketing activities is correlated to product success — with some evidence that products generated through market pull (reaction to unmet consumer need) are more successful than those generated through technology push approaches. (Calantone & Cooper [1981])
  Occurrence of finding within the model: Step 3.3, Step 2.2

• Market Intelligence Activities: Market intelligence or information gathering about the market, competitive products and strategies, consumer preferences or their wants and needs, improves decisions about both marketing and technical issues. (Rothwell [1972])
  Occurrence of finding within the model: KTA Step 2.C

• Launch Activities: Timing of the market launch is important to success or failure, due to competing products or market conditions. (Cooper [1983])
  Occurrence of finding within the model: Step 8.1

• Technical Resources, Skills & Activity: A company's technical resources (including production resources, skills of engineering staff, experience in R&D) are important factors in successful products.
  Occurrence of finding within the model: Step 5.4, Step 2.3, Step 5.1

Measure: Newprod — an empirical screening tool for new product concepts — involving market need, technological compatibility and product superiority. (Cooper [1980])
Occurrence of finding within the model: Step 4.2

Model: An NPD Model shows that technical and marketing activities complement each other at each stage of the NPD process, which takes place within an environment defined by the firm, the marketplace, and the nature of the project itself. (Cooper [1980])
Occurrence of finding within the model: Stage 1, Stage 2, Stage 3, Stage 4, Stage 5, Stage 6, Stage 7, Stage 8