Assignment 2 NPD practice

New product development is one of the riskiest, yet most important activities that a company can undertake. For this reason, there is significant interest and research on how companies can improve their chances of success in NPD.

Your task
? Critically evaluate the new product development practice of your own organisation or any other organisation with which you are familiar. Draw on the literature you have been studying on the new product process and factors for success in NPD to help you develop a framework with which to analyse your chosen organisation in detail.
? As well as making your own observations, conduct at least 3 interviews with a range of relevant parties such a customers, suppliers and/or company employees.
? These interviews are aimed at further developing your understanding of this organisation’s NPD practices and providing multiple perspectives on key issues and concerns. The findings from your interviews will help you to support your arguments and justify your recommendations.
? Please include details of the people you interview, the questions asked and a summary of your findings in an appendix.
? Give a detailed analysis of the organisation’s new product development practice and make recommendations for potential improvements in this practice.
? In the final 500 words of this assignment, reflect on how your understanding of NPD has been enhanced by your experience in completing this task. This should be a personal reflection including such aspects as, for example, whether this has changed your views about what is important in NPD, whether you have a greater understanding of diversity of opinions in the organisation, whether you understand this organisation’s NPD processes differently as a result of undertaking this work or any personal impact doing this assignment has had on you.
Crawford & Di Benedetto, “New products management”, chapters 1-13 and relevant reading from Topics 1-9. ?In addition significant library research is needed. Make sure you source scholarly journals and books.
This assignment is designed to give you the opportunity to examine in detail how new product development works in practice. Focussing on a particular organisation gives you the opportunity to appreciate how the particular context that a business operates in will influence the way it conducts NPD.
Marking criteria
Your assignment will be assessed on the following criteria:
? Ability to critically evaluate an organisation’s NPD in a manner that reflects an understanding of the relevant literature on NPD practice.
? Ability to synthesise a range of literature and develop a cohesive framework to analyse an individual organisation
? Ability to elicit relevant information on new product practice from a range of interviews.
? Ability to demonstrate an understanding of the particular context in which the organisation operates.
? Ability to justify and detail practical recommendations for improvement.
? Clarity of written expression (Well structured an logical flow of ideas. Attention to grammar).
? Professional standard of presentation. (Good layout. Careful checking for spelling mistakes and typographical errors).
? Correct use of APA referencing wherever appropriate



In your assignment you will zero in on the new product development practices in your workplace or organization of your choice and examine success factors in new product development. Important parts of this assignment are interviews with relevant people – such as employees in different areas of the company, suppliers, major customers.

Also, the final section where you will reflect on the impact that this assignment has had on your understanding of new product development practices.


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