New Product Management Overview- American Literature Review

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NPD Measurement and Quality Implementation -- Of course, without proper measurement metrics, any NPD model will fail, and it is within the metrics that decisions for the next round of strategy will occur (Anderson, 557). Change is necessary within all frameworks of business. Just as demographics and psychographics evolve, so must the food industry. However, innovation for the sake of innovation is likely not the direction the industry should pursue, but rather a more studied approach and utilization of the tools of Innovation Management to drive quality and proactive implementation of new food products (Costa, 2008).

Conclusion and Future of NPD -- Historically, there has been a high rate of failure within the food industry's NPD. This might be the result of too many products bombarding the market- striving for market share, or the lack of quality and confirmable research (Stewart-Knox and Mitchell, 2003, 58). Scholarship reveals just how important marketing research is prior to the launch of any new product. That, combined with an industry agreed upon standard of Best Practices, should provide a greater framework by which continual, and fluid, strategic management issues occur (Kahn, et.al.

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107). NPD, while essentially a commercial function must, however, give greater attention and belief to the large amount of research that indicates and improvement in quality standards can only be met through a better understanding of consumer behavior. Granted, a CEO may receive only 120 consumer complaints about a product that has shipped in the millions, but that is not the cause for retooling or regenerating a new "improved product." Instead, utilize the marketing and scientific paradigms to improve decisions and increase ROI (Krishnan and Ulrich, 15).

REFERENCES and WORKS CONSULTED

Anderson, A. (2008). "A Framework for NPD Management." Food Science and Technology. 19 (1): 553+.

Costa, A. (2008). "Food Innovation Management." Food Science and Technology. 19 (3):

Hart, S. And M. Baker. (1994). "The Multiple Convergent Processing Model of New Product Development." International Marketing Review. 11 (1): 77+.

Kahn, K., et.al. (2006). "Perspective: Establishing a NPD Best Practices

Framework." Product Innovation Management. 23 (1): 106.

Krishnan, V. And K. Ulrich. (2001). "Product Development Decisions: A Review of The Literature." 47 (1): 1+.

Lehman, D. (2006). "It's New,.....

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