New product development in an entrepreneurial company
by K. Rajeshwari
International Journal of Product Development (IJPD), Vol. 22, No. 2, 2017

Abstract: Entrepreneurial orientation is positively related to new product development (NPD). Through in-depth case studies of two entrepreneurial companies in the consumer packaged goods sector, this study arrives at a set of findings regarding new product development. These include aspects of new product process, role market research in NPD, consumer in-sighting and evaluation of NPD. The findings can be used for future theory building in the area of new product development.

Online publication date: Sun, 10-Sep-2017

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