Simplifying the New Product Development Process

Research output: Contribution to conferenceAbstractpeer-review


To create customer-oriented innovations, organisations increasingly focus on the question of how to simplify their new product development (NPD) process. Such simple NPD refers to a firm’s intentional subtraction, restraint, and exclusion across the marketing mix aimed at achieving maximum new product success through minimum measures. Simple NPD can help avoid unnecessary complexity in the marketing mix and create offerings that meet—but do not exceed—customer needs. Theoretical support abounds for the value of simple NPD in creating consumer-oriented innovations. However, little theory and research exist about what simple NPD could look like, and the circumstances that enhance as well as limit a firm’s success with this strategy. In this study, the author develops a conceptual framework of simple NPD, identifies barriers to its successful adoption and implementation, and concludes by offering several theoretical and practical implications.


ConferenceAustralia and New Zealand Marketing Academy Conference
Abbreviated titleANZMAC
Internet address


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