Title: New product development in an entrepreneurial company

Authors: K. Rajeshwari

Addresses: Great Lakes Institute of Management, Chennai, India

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.

Keywords: new product development in entrepreneurial company; new product development in consumer packaged goods; case research in new product development; NPD.

DOI: 10.1504/IJPD.2017.086447

International Journal of Product Development, 2017 Vol.22 No.2, pp.81 - 103

Accepted: 06 Apr 2017
Published online: 10 Sep 2017 *

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