1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 unknown4 Aarhus School of Business, Aarhus BSS, Aarhus University
This paper addresses companies' lack of implementation of success factors in new product development. Drawing on theories in the competence perspective and an exploratory empirical study, the paper points to two major areas that have not been covered by previous studies on new product development success factors. The two areas are individual employees' knowledge, skills, and values and norms. It is suggested that increased understanding of these two areas hold potential in making identified success factors more accessible to companies.
MAPP; Product development competence; Laddering; Produktudvikling; Kompetence
Main Research Area:
The R&D Management Conference - Wealth from knowledge, Manchester, 2000