INFLUENCE OF THE TIME PERSPECTIVE ON NEW PRODUCT DEVELOPMENT SUCCESS INDICATORS
DS 68-3: Proceedings of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, Vol. 3: Design Organisation and Management, Lyngby/Copenhagen, Denmark, 15.-19.08.2011
Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Cantemessa, M.
Author: Moatari Kazerouni, Afrooz; Achiche, Sofiane; Hisarciklilar, Onur; Thomson, Vincent
Section: Design Organisation and Management
Understanding the underlying reasons for new product development (NPD) success is central for effective NPD management. However, difficulties related to estimating to what extent the objectives are being fulfilled and assessing the trade-offs between different project goals makes the NPD process challenging and risky. It is hence crucial for companies to be able to effectively measure their success. Furthermore, these success indicators might be dynamic as they change depending on where a product is in its lifecycle. In this paper, we investigate the success criteria during different phases of the product lifecycle, in order to determine the appropriate sets of metrics to be used for assessing NPD success during each lifecycle phase. A case study was carried out by investigating 28 companies from Canadian and Danish industries. The data collection was carried out through the use of surveys and interviews with relevant product development managers. The outcomes showed that managers do perceive the success of NPD differently depending on the time perspective. A summary of metrics for measuring success during each product lifecycle phase is given.