Critical Success Factors in New Product Development

Abstract

New product development (NPD) is essential for outstanding corporate performance, and research about what leads to new product success has been carried out for both goods and services frequently. Despite extensive documentation on how to achieve success, NPD remains a high risk venture. Recent studies showed that the overall rate of success for newly commercialized products has remained stable at less than 60 %, indicating that substantial resources continue to be devoted to new product development efforts that fail in the marketplace. Therefore, In this research, to prevent the unsuccessful resource use that allocate to new product development, critical success factors that affect new product performance are presented. Key Words: New product development (NPD), critical success factors Ozet: Firmalarin performanslarinin artirilmasinda yeni urun gelistirme onemli bir etkiye sahiptir. Bundan dolayi gerek mal gerekse hizmet uretiminde yeni urun gelistirmede etkili olan basari faktorleri siklikla ele alinmaktadir. Bu cabalar sonucu yeni urun gelistirme hakkinda yiginla bilgi bulunmasina ragmen hala yeni urun gelistirme cabalari riskli bir macera olarak gorulmektedir.Yeni ticarilestirilen urunlerin genel basari ortalamasinin % 60’in altinda olmasi, yeni urun gelistirmeye ayrilan kaynaklarin basarisiz kullanildiginin bir gostergesidir. Bundan dolayi bu arastirmada, yeni urun gelistirmeye ayrilan basarisiz kaynak kullanimini engelleyici kritik basari faktorleri ele alinacaktir. Anahtar Kelimeler: Yeni urun gelistirme, kritik basari faktorleri