Suwannapron, P., Speece, M. (2003). Marketing Research and New Product Development Success in Thai Food Processing. Agribusiness, 19(2), 169-188.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: A survey of Thai food manufacturers was conducted to identify the most important factors related to new product development success. The results indicate the market research must be conducted throughout the entire new product development process to result in success for Thai food manufacturers. Further, the internal flow of information between research and development and marketing functions, and a strategic orientation are also important factors in successful new product development.

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

Model: Internal communication is key to new product development success. Communication can enable marketing to be highly involved throughout the development process, which gives them more influence to ensure customer needs are being met.
Survey data.

• Utilization of market research early in the new product development process, and continuing throughout the entire development phase is critical to ensuring success.
  Survey data.
  Occurrence of finding within the model: Step 4.12, Step 4.11, Step 4.3, Step 2.2, Step 1.1, Step 4.13, Step 9.1, Step 8.2, Step 7.13, Step 7.10, Step 6.3, Step 6.1, Step 5.3

• Intensive use of market research enables an organization to set specific, immediate sales targets to measure new product success.
  Survey data.
  Occurrence of finding within the model: Step 1.5

• Among computer and medical equipment manufacturers, successful new products incorporated greater use of market information in the NPD process, while failed products used less. (Ottum & Moore, 1997)
  Occurrence of finding within the model: Step 4.12, Step 4.11, Step 2.2, Step 1.1, Step 7.13, Step 6.3, Step 6.1, Step 5.3

• Success factors for high tech new product development in the West may not necessarily be applicable in non-Western countries, or in the lower tech industries where these countries hold competitive advantage. (Karakaya & Kobu, 1994; Mishra, Kim, & Lee, 1996)