CRITICAL SUCCESS FACTORS IN NEW PRODUCT DEVELOPMENT

Abstract: New product development (NPD) is essential for outstanding corporate performance, and research about what leads to new product success has been carried out for both goods and services frequently. Despite extensive documentation on how to achieve success, NPD remains a high risk venture. Recent studies showed that the overall rate of success for newly commercialized products has remained stable at less than 60 %, indicating that substantial resources continue to be devoted to new product development efforts that fail in the marketplace. Therefore, In this research, to prevent the unsuccessful resource use that allocate to new product development, critical success factors that affect new product performance are presented. Key Words: New product development (NPD), critical success factors I