Examining the Relationship between Customer Relationship Management, Product Development Management, and New Product Development Performance : a Comprehensive Study
Effective decision-making in new product development (NPD) is vital for the success of product and project management teams in the competitive market. The alignment between science and business becomes crucial in NPD, where managers require specific resources, such as customer knowledge and technology, to ensure favorable outcomes. The decision-making process is critical, as it determines which product projects are approved and how resources are allocated for NPD. This research focuses on investigating the performance effects of Customer Relationship Management (CRM) and Product Development Management (PDM) and how organizations employ various techniques to build successful new products. Additionally, it explores the significance of Product Portfolio Management Objectives (PPMO) in enhancing NPD processes.Studies indicate that techniques aimed at reducing marketable time and incorporating new technologies have a positive impact on product introduction, leading to market leadership and the establishment of dominant industry standards. To achieve success in NPD, a harmonious relationship between CRM and PDM is essential, with PDM emphasizing technological advancements. Research shows that innovative product development, not solely driven by technological or market advantages, can yield significant benefits for companies.Implementing multi-segmented groups, stage gates, and concurrent engineering practices can streamline NPD by promoting cross-departmental collaboration, quicker decision-making, and efficient resource allocation. However, an excessive focus on CRM or PDM alone may limit financial success, especially when market newness is the primary focus. Due to limited resources, organizations often prioritize one of these management approaches to gain a competitive edge in NPD.Furthermore, emerging economies present both challenges and opportunities for global companies seeking to enter these markets. This study aims to bridge the knowledge gap by examining the relationship between Critical Chain Project Management practices, Product Portfolio Management performance, and NPD program outcomes. The research also explores whether the adoption of Critical Chain Project Management contributes to successful portfolio management or if performance is a result of effective resource allocation.The study includes a survey of companies operating in Brazil, considering both domestic and international firms actively involved in new product development. The research provides insights into consumer relationships, growth expansion, and strategic considerations within emerging economies. It further develops a theoretical framework and methodology for examining the proposed relationships, presents the findings of the empirical analysis, and concludes with discussions on the implications, limitations, and avenues for future research
Year of publication: |
[2023]
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Authors: | Aggarwal, Kartik ; Singhal, Divyansh |
Publisher: |
[S.l.] : SSRN |
Subject: | Beziehungsmarketing | Relationship marketing | Produktentwicklung | New product development | Innovationsmanagement | Innovation management | Innovation |
Saved in:
freely available
Extent: | 1 Online-Ressource (30 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments May 30, 2023 erstellt |
Other identifiers: | 10.2139/ssrn.4463794 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014350136
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