A case study on new product development and the new product process in residential property development.
The purpose of this study is to provide a glimpse into the New Product Development (NPD) Process as it is being utilised within the context of the residential property development industry in South Africa. The main objective in undertaking this study was to gain an insight into a process that has so far not received much attention from the a,cademic world despite the fact that it is a process that has recently become an important creator of wealth for many South Africans. The case study research design was chosen, because it provides an ideal vehicle for conducting preliminary studies into a specific subject that has not received much attention before. The nature of the case study approach allows for much more in-depth and broader investigation than would be possible in a quantitative study. The specific case under review (SajDev (Pty) Ltd) was chosen, because of the company's involvement in the entire spectrum of the residential property development industry in South Africa. In addition, the company showed an openness and willingness to share its experiences and processes that is not usually found in this particular industry. Most importantly, the company offered the author the opportunity to work for them in order to gain the necessary first hand experience and knowledge that would be needed to do the study. The company also arranged for the author to gain access to all of their professional team members and to all of their internal documents in order to assist with the research. From a technical point of view, the study involved the following basic steps. First, a generic model of NPD was identified and unpacked. Next, the specific process used by SajDev was identified and analysed, after which specific recommendations were made on how the process could be improved.