Key success factors of a telecommunications solution provider's new product development strategy.

Abstract

An understanding of the key success factors of New Product Development Strategy remains obscure for many organisations in the dynamic telecommunications industry. As managers recognise the heightened importance of innovation to competitive success, they face an apparent paradox: the orderly and predictable decisions on which a business rests depend increasingly on the disorderly and unpredictable process of new product development. The objectives of this study were to evaluate the key success factors of a telecommunications solution provider's new product development strategy and to explore the relationship between these key factors. The company was studied from two levels. The strategic level focussed on the corporate strategy, the role of management, organisational structure and organisational culture; while the project level concentrated on the NPD process, the staff involved and the information needed for NPD success. The relationship between the two levels was also investigated in relation to the company's NPD strategy. The results of this study showed that there is a very close relationship between the factors and that problems with one factor affect another. Whilst much research has been conducted in each of these areas independently, very few researchers in the field integrate all the different factors. The findings revealed that the company under investigation had more problems at the strategic level than at the project level. The strategic issues were found to be the basis of problems identified at the project level.