Concept Exploration in New Product Development— An Empirical Study
Year: 2011
Editor: Chakrabarti, A.
Author: Ramesh, Ananthavalli; Sai, L.Prakash
Section: Design Theory, Methodology and Research Methodology
Page(s): 19-26
Abstract
New Product Development (NPD) Projects aim to create avenues of revenue generation for organizations. Successful launch of a new product depends on the ability to clearly map the requirements right from the conceptual phase. This empirical study attempts to establish the need for making ‘Concept Exploration’ an integral part of NPD projects. Concept Exploration has been studied using internal information and external information. Concept Development Method, Network Usage and Organization Commitment are considered for supporting elements for Concept Exploration. The results of the pilot study have been presented.
Keywords: Concept Exploration, Empirical Study, New Product Development, Fuzzy Front End