Developing new innovative products in the automotive industrymeans investing huge sums in advance, as one does not know if the productwill be successful on the market after launch. Hence, companies are interestedin knowing and measuring the critical success drivers within the developmentsteps. The paper discusses the results of a qualitative meta-analysis of 16empirical studies on New Product Development (NPD) success, which wascarried out to gain deeper insight into these success drivers. Furthermore, basedon the identification of three main dimensions (development process, resourcesand strategy), an explorative study in the German automotive industry showsthat the findings are confirmed in practice as well. However, the results alsoindicate that there is still a gap between knowledge about practical relevance of those dimensions and the systematic assessment of these in the process. Thestudy shows interesting approaches of best practices, such as the assessment of product advantage in combination with scenario analysis or the identification of appropriate innovations.
International Journal of Technology Marketing, 2008, Vol 3, Issue 3, p. 203-222