Product Development in the Automotive Industry – Crucial Success Drivers for Technological Innovations

D. Gerhard, Alexander Brem, K.-I. Voigt

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Developing new innovative products in the automotive industrymeans investing huge sums in advance, as one does not know if the productwill be successful on the market after launch. Hence, companies are interestedin knowing and measuring the critical success drivers within the developmentsteps. The paper discusses the results of a qualitative meta-analysis of 16empirical studies on New Product Development (NPD) success, which wascarried out to gain deeper insight into these success drivers. Furthermore, basedon the identification of three main dimensions (development process, resourcesand strategy), an explorative study in the German automotive industry showsthat the findings are confirmed in practice as well. However, the results alsoindicate that there is still a gap between knowledge about practical relevance of those dimensions and the systematic assessment of these in the process. Thestudy shows interesting approaches of best practices, such as the assessment of product advantage in combination with scenario analysis or the identification of appropriate innovations.
Original languageEnglish
JournalInternational Journal of Technology Marketing
Volume3
Issue number3
Pages (from-to)203-222
ISSN1741-878X
Publication statusPublished - 2008

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Automotive industry
Product development
Innovation
Industry
Technological innovation

Cite this

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title = "Product Development in the Automotive Industry – Crucial Success Drivers for Technological Innovations",
abstract = "Developing new innovative products in the automotive industrymeans investing huge sums in advance, as one does not know if the productwill be successful on the market after launch. Hence, companies are interestedin knowing and measuring the critical success drivers within the developmentsteps. The paper discusses the results of a qualitative meta-analysis of 16empirical studies on New Product Development (NPD) success, which wascarried out to gain deeper insight into these success drivers. Furthermore, basedon the identification of three main dimensions (development process, resourcesand strategy), an explorative study in the German automotive industry showsthat the findings are confirmed in practice as well. However, the results alsoindicate that there is still a gap between knowledge about practical relevance of those dimensions and the systematic assessment of these in the process. Thestudy shows interesting approaches of best practices, such as the assessment of product advantage in combination with scenario analysis or the identification of appropriate innovations.",
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Product Development in the Automotive Industry – Crucial Success Drivers for Technological Innovations. / Gerhard, D.; Brem, Alexander; Voigt, K.-I.

In: International Journal of Technology Marketing, Vol. 3, No. 3, 2008, p. 203-222.

Research output: Contribution to journalJournal articleResearchpeer-review

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AU - Voigt, K.-I.

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