Kurnia, Pepey Riawati (2020) Examining the Reasons behind the Successes and Failures of New Products: A Study of New Product Performances in Training Division of XYZ Management. Journal of Management and Marketing Review, 5 (3).
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EXAMINING THE REASONS BEHIND THE SUCCESSES AND FAILURESpdf.pdf Download (990kB) |
Abstract
New product performance is very important for the survival of any company. This research uses the Grounded Theory Method (GTM) to determine the factors that are relevant to the success and failure of new products. The study focuses specifically on new products in the Training Division of XYZ management. Methodology/Technique – The data for this study was collected using the interview method with the total of 5 respondents, researcher’s involvement per se and FGDs. Findings – The coding process resulted in the creation of 4 groups comprised of the 3 main questions containing 20 factors relevant to new product failure. These factors were previously confirmed by a survey conducted among 26 NPD practitioners from various industries. This research identifies that the steps involved in the development of new products have not been optimally conducted in accordance with the new product development guidelines. The results of this study explain the role of telemarketers and sales managers which can change and affect the performance of a new product.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Journal of Management and Marketing Review |
| Subjects: | B Marketing > BL Product development |
| Depositing User: | Agus LIM Salim |
| Date Deposited: | 04 Feb 2021 04:54 |
| Last Modified: | 04 Feb 2021 04:54 |
| URI: | http://repo.ppm-manajemen.ac.id/id/eprint/1456 |
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