Page, A.L. & Schirr, G.R. (2008). Growth and Development of a Body of Knowledge: 16 Years of New Product Development Research, 1989-2004. Journal of Product Innovation Management, 25(3), 233-248.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: A literature review of 815 articles on NPD shows an excessive focus on process characteristics, with insufficient focus on market and product characteristics.

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: Brokers, Manufacturers

Knowledge user level addressed by the literature: Organization

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

•  Any one of the three leading NPD organizations: PDMA; Marketing Science Institute, or the Academy of Management, could and should initiate a large-scale, broad examination of NPD.
  Literature review of 815 NPD articles published in the 10 leading marketing, management, NPD and R&D journals from 1989 to 2004.

• Literature review identified the eight most common streams of NPD research: 1) Teams-Integration; 2) External Alliances; 3) NPD Strategy; 4) Development Speed; 5) Radical Products; 6) Ideation & Creativity; 7) Success-Failure Factors; 8) Staged Process.
  Literature review of 815 NPD articles published in the 10 leading marketing, management, NPD and R&D journals from 1989 to 2004.

• NPD process needs more examination of Product Characteristics, Marketplace Characteristics, Strategy Synergy, and Product Quality as predictors of new product performance.
  Literature review of 815 NPD articles published in the 10 leading marketing, management, NPD and R&D journals from 1989 to 2004.
  Occurrence of finding within the model: Step 5.4, Step 4.3, Step 7.8