Full citation

Rochford, L., & Rudelius, W. (1997). New Product Development Process: Stages and Successes in the Medical Products Industry. Industrial Marketing Management, 26(1), 67-84.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: This study examines the importance of 12 new product development stages through survey responses from R&D, marketing, manufacturing personnel and top managers of firms in the medical device industry. It is found that more stages are used when developing new-to-the-world products over modified products.

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

Primary Findings

Barrier: R&D personnel sees the market study and market testing stages as considerably less important than do marketing/sales personnel.
Survey findings.
Occurrence of finding within the model: Tip 4.1, Step 4.11, Step 7.13

Carrier: Educate each department about the purpose of each NPD stage along with each department’s role and responsibility in that stage. And special effort needs to be made to have R&D and top management understand the purpose and value of marketing-related stages in the new product development process.
Survey findings.
Occurrence of finding within the model: Tip 4.1, Step 4.11, Step 7.13

Method: 100% of the respondents reported their firms used the idea generation and product development stages for their new-to-the-world products.
Survey findings.
Occurrence of finding within the model: Stage 1, Stage 5

Tip: In terms of total stages performed for new-to-the-world products versus product modifications, results show a striking contrast: 49% of new-to-the-world products completed 11 or 12 NPD stages, while only 24% of product modifications did so. Not only did new-to-the-world products undertake more NPD stages in total than product modifications, but more successful new products utilize more stages than less successful new products (P < .Ol).
Researchers survey finding.