The development of new products capable of satisfying customer demands on a timely basis has become a priority for firms seeking to improve their competitive advantage in a global context. However, this challenge has become highly complex due to a growing diversity of both products and processes, higher costs, and unprecedented considerations for quality and service. Despite knowing a great deal about both the characteristics of successful firms and new product development processes, little is known regarding requisite guidelines for successful strategies in product development.
Rondeau, P.J., and Bhatt, B. (1994). “A framework for assessing product innovation strategies in a competitive context.” Advances in Competitiveness Research, Vol. 2, No. 1, pp. 3-19.