Analysis of existing models of new product development

DOI: 10.34130/2070-4992-2021-1-3-312

Full article  (in Russian )

Borisov A. B. – PhD student, Saint-Petersburg State University of Economics, Saint-Petersburg, Russia, E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

The purpose of this study is to explore the main theoretical approaches to the development of new products. The article discusses modern trends in the management of new product creation, as well as a description of the structure and comparative analysis of models of traditional and customer-oriented approaches.
The article examines the features of the most common traditional methods of new product development, such as the Booz, Allen & Hamilton model and R. Cooper's “Stage-Gate Model”, as well as two models of a customer-oriented approach – design thinking and lean startup. The main difference between the considered approaches is that the traditional approach is a concept where the focus is on the company, this approach assumes that the buyer is outside the value creation process, and the process itself takes place inside the company. The customer-oriented approach assumes that the focus is on the consumer; with this approach, the production of goods does not depend on the company's own capabilities, but on the consumer and his needs. Unlike the traditional concept, the customer-oriented approach focuses not on the product, but on the customer and his problems.
As a result of the work carried out, it was revealed that the traditional model is ideal for launching a new product in a stable and predictable existing market with known characteristics, where the competitive situation is clear, and consumers are known. The advantage of a client-centered approach is that it is tailored to deal with uncertainty.
The practical significance of the research results lies in the possibility of using the tools of the considered methods of developing new products, depending on the specific company, the product being developed and external factors, and thus increase customer satisfaction, competitiveness and performance of the enterprise.
Further areas of development of the presented research are the study and analysis of the features of the application and practical assessment of the effectiveness of the tools of a customer-oriented approach to the development of new products.

Keywords: new product development, traditional approach, customer-oriented approach, design thinking, lean startup, consumer.

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For citation: Borisov A. B. Analysis of existing models of new product development // Corporate Governance and Innovative Economic Development of the North: Bulletin of the Research Center of Corporate Law, Management and Venture Investment of Syktyvkar State University. 2021. Vol. 1, issue 3. Р. 312–326. DOI: 10.34130/2070-4992-2021-1-3-312 (In Russian).