The Methodological Review of the Studies Investigating the Success and Failure Factors in New Product Development

New Product development is a critical activity for companies in order to prosper and survive in todays turbulent business environment. It is estimated that over almost thirty-five per cent of new products fail across a variety of different industrial sectors although they make significant contributions to the sales and profits of companies. Much has been written on the factors which can distinguish between successful and failure products. However, the methodologies in this area of research are almost as numerous as the articles which have been written. This article reviews the studies on new product success and failure factors from the methodological perspective