An Empirical Analysis of New Product Development Success Among Automotive Industry Vendors in Malaysia

Abstract

New product development in the automotive industry necessitates significant upfront investment, given the uncertainty of a product's competitiveness upon market launch. Hence, industries strive to comprehend and evaluate crucial success factors during implementation phases. This paper delves into the findings of an empirical qualitative analysis study on the success of New Product Development (NPD) in order to provide deeper insights into these success factors. The study delineates three primary dimensions: IT capability, new product development process, and new product development strategy. Conducted within the Malaysian automotive industry, the empirical results affirm the criticality of these factors to success.