Success in new product development (NPD) projects is a crucial challenge for the past and present managers. Actually researchers have still problems finding the reason for the high rate of failure in such projects. Failure of these projects in small and medium enterpris More
Success in new product development (NPD) projects is a crucial challenge for the past and present managers. Actually researchers have still problems finding the reason for the high rate of failure in such projects. Failure of these projects in small and medium enterprises is a bigger problem compared to large companies. So some of these failures may endanger life of these units and result in the closure of these units. Therefore, in this research the challenges of product development in these companies have been surveyed in particular. For this purpose, opinions of experts and managers of firms in small and medium-size food industries of Fars province have been surveyed and then practical solutions and suggestions have been mentioned. In this study after extensive reviewing of research literature, a series of identified effective challenges and with considering the opinions of managers, significant challenges with degree of their importance within the firms have been mentioned. The results explain that from view of managers of under study, the units in connection with the effective challenges on new product development between the current status and the ideal situation there are significant gaps such as: estimating incorrect suitable market, lack of adequate research and development issues, lack of appropriate and sufficient distribution channels and lack of appropriate advertising for offering new products to the market have been discussed as the challenges.
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