التفاصيل البيبلوغرافية
| العنوان: |
Navigating NPD in Unfamiliar Markets : Keys for a Successful Process Execution in Uncertainty ; Navigera ny produktutveckling i okända marknader : Nycklar för ett framgångsrikt processutförande i en osäker miljö |
| المؤلفون: |
Jonsson, Julia, Strand, Hildegunn |
| بيانات النشر: |
KTH, Skolan för industriell teknik och management (ITM) |
| سنة النشر: |
2023 |
| المجموعة: |
Royal Inst. of Technology, Stockholm (KTH): Publication Database DiVA |
| مصطلحات موضوعية: |
New Product Development, Radical Innovation, Unfamiliar Markets, Familiar Markets, Product Innovation, NPD process, Ny produktutveckling, Radikal Innovation, Okända Marknader, Kända Marknader, Produktinnovation, NPD-process, Engineering and Technology, Teknik och teknologier |
| الوصف: |
Innovation is a crucial activity to ensure companies’ viability and is increasingly important to sustain competitive advantage. Globalization and the accelerating technological development are creating new markets previously not explored. Companies’ capability to execute New Product development (NPD) under these circumstances is limited since this is a new setting for most companies. Literature reveals that developing highly innovative products entails higher potential of economic growth and this incentivizes companies to explore opportunities in unfamiliar markets. It is also previously empirical shown that the NPD process for products targeting unfamiliar respectively familiar markets should differ due to their varying nature. Despite this, companies tend to use the same NPD processes regardless of the market situation which furthermore can hinder companies from succeeding with innovations targeting unfamiliar markets. Considering this, the purpose of this thesis is to explore and identify which aspects within the execution of the NPD process that enable respectively inhibit companies to achieve commercial success in markets of different characteristics. To investigate this, a multiple case study was conducted at a Swedish manufacturer of industrial machines. Two cases representing unfamiliar respectively familiar markets were studied through employee interviews, observations, reading internal documents and informal meetings. The study was conducted with an abductive approach, investigating the empirical reality and existing literature simultaneously. The result of this study reveals aspects that are challenging for companies to contemplate when executing NPD in unfamiliar markets and how it contrasts to the conditions for familiar markets. Raising companies’ awareness of this enables them to be better equipped for executing NPD under unfamiliar market conditions. The main challenges concluded are allocation of human resources and competency utilization, deficient collection of market and customer information, ... |
| نوع الوثيقة: |
bachelor thesis |
| وصف الملف: |
application/pdf |
| اللغة: |
English |
| Relation: |
TRITA-ITM-EX; 2023:321 |
| الاتاحة: |
http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-329669 |
| Rights: |
info:eu-repo/semantics/openAccess |
| رقم الانضمام: |
edsbas.8B1AE2C3 |
| قاعدة البيانات: |
BASE |