International Journal of Product Development
New product development in an entrepreneurial company
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.
Associate Professor of Marketing, Great Lakes Institute of Management