A Process Model for New Product Development: A Multiple Case Study of Iranian Food Industry Companies
Reza Vaezi1 and Esmaeil Hasanpour Gharoughchi2
1 Assistant Professor of Management, Faculty of Management and Accounting, Department of Management, Allameh Tabataba’i University (AUT), Tehran, Iran.
2 (Corresponding Author), Ph.D Student of Management, Faculty of Management and Accounting, Department of Management, Allameh Tabataba’i University (AUT), Tehran, Iran. E-mail: email@example.com.
Abstract: Regarding the high importance of NPD in companies’ success and worrying rate of failure of product development projects in world and Iran, and this research aims to introduce a model for effective product development process in Iranian food processing companies. In this research, by using multiple case study method and pluralistic approach, three food-processing companies in Iran have been chosen and studied. In each company, by using different methods like semi-structured interviews, recommendatory NPD process model have been defined. Then, emerged recommendatory models of all three companies have been intra-case analyzed and at last compared with existing models of literature. The result of this research is a 12-step model, which some steps (e.g. organizing NPD team, taking legal permissions of new product, distribution channel training, and participative goal setting with distribution channel agents) are unique in comparison with existing models of literature. This is resulted because of the varied conditions of the studied companies. Therefore, recommendatory model of this research is an appropriate guideline for execution of NPD process and helps Iranian organizations to solve one of their important problems.
[Vaezi, R., Hasanpour, E. A Process Model for New Product Development: A Multiple Case Study of Iranian Food Industry Companies. J Am Sci 2013;9(6):371-378]. (ISSN: 1545-1003). http://www.jofamericanscience.org. 44
Keywords: New Product Development, Kadbanoo Co., Ramak Co., Ramak Bita Co., Iran Full Text 44