Challenges in managing new product introduction projects: An explorative case study

DS 87-2 Proceedings of the 21st International Conference on Engineering Design (ICED 17) Vol 2: Design Processes, Design Organisation and Management, Vancouver, Canada, 21-25.08.2017

Year: 2017
Editor: Anja Maier, Stanko Škec, Harrison Kim, Michael Kokkolaras, Josef Oehmen, Georges Fadel, Filippo Salustri, Mike Van der Loos
Author: Chirumalla, Koteshwar
Series: ICED
Institution: Mälardalen University, Sweden
Section: Design Processes, Design Organisation and Management
Page(s): 259-268
ISBN: 978-1-904670-90-2
ISSN: 2220-4342


In today’s market conditions, manufacturing companies are under pressure to constantly launch new products or product variants to the market in short intervals. The project management of new product introduction therefore play a significant role in the success of new product development. The existing literature covers a wide range of issues and disturbances in the product introduction process in different industries. However, little research exists on the management of new product introduction projects from a project management perspective especially from the viewpoint of production. Based on a case study at a manufacturing company, this paper examines the challenges in managing new product introduction projects in the production organisation. The study identified nine key challenges in the management of new product introduction projects which are associated to the resources, time-readiness and schedule, gated administration, ways of working, communication and time-sharing, learning, business case, co-ordination and alignment, and competences.

Keywords: New product development, Project management, Product introduction, Industrialisation, Organisation of product development

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