Analytic Model on the Success/Failure Structure of New Product Development by Product Characteristic Grill

제품속성별 신제품개발의 성패구조 분석모형

The purpose of this paper is 1) to extract managerial factor into each cell which is classified by the characteristic grill of new products 2) to construct a management model of new product development for korean companies. For this purpose, the characteristic grill of new products is classified by which is market/technology sphere. Moreover the focus of this analysis is on examination of success/failure factors, which have an important effect upon new product success or failure. The variables for this study were selected from literature survey and pre-interview was implemented specially. The subject of study was project leaders of electronics industry where have taken the leading part in product development activities in Korean manufacturing industries. Enquete survey was conducted in each firm and project managers were asked to respond. Conclusion of this study based on many significant results gained by the various multi-variate analysis are summarized as follows. First, it can he noted that success/failure factors are different by each classified model and characteristic grill of a new product. Second, it has been identified that the important factors of success products were technical & management support and market ability, the important factor of failure product were lacking in ability of technical development and R&D management system construction. This paper presents some useful guidelines in strategic and managerial aspects for development of new products. Concurrently, the model of this study should be a great practical approach for application of actual affairs.