Overpowering Environmental Inconsistencies During NPD Activity Ensures Sustainability - Part of courage is simple consistency. ` Peggy Noonan

Reality remarks that the companies are notremote from their environments; their new productdevelopment (NPD) strategy is altered by several factors.These can either be inherent from the company´s externalenvironment such as Industry market, Government policy,competitors or the internal environment which relate to thecompany strategy, organization, culture etc. Innovation isthe core activity that guaranties a sustainable place in themarket for research and development companies nowadays.Developing new or enhancing previous products capabilityand features are among innovation’s forms that allowcompanies to diversify their portfolios and respond to theircustomers’ needs. Numerous theoretical and empiricalstudies are trying to delineate the most critical successfactors for the NPD activity and establish a pattern thatwould be suitable to reflect the NPD requirements andconstraints to achieve better performances. The literaturedealt with the performance of NPD activity and tried, in thatsense, to come up with a framework of metrics in order toquantify the NPD performances. Taking into considerationthe above mentioned success factors, the conclusionconfirmed that the most suitable NPD configuration can beestablished on a case-to-case basis