New product development assessment: towards a normative-contingent audit

Purpose – A large amount of research deals with the identification of management practices related to new product development (NPD) success. To this purpose, assessment tools capable of helping enterprises to set up improvement processes are of extreme importance. The aim of this paper is to build a product development assessment model based upon a normative-contingent approach. Design/methodology/approach – First, a literature review of the main approaches and models used in NPD assessment was carried out. Second, the tool was tested in five firms. The case studies allowed the authors to test the tool in its prototypal phase in order to assess both its limits and potential and also to highlight possible improvements. Findings – The assessment tool developed yields a clear understanding of the current state of product development process in an organization in order to facilitate a shared understanding of the weakness and deficiencies, to enable effective process management, to develop implementation plan to support change initiatives and to support process improvement using metrics. Originality/value – The product development assessment model is based upon a normative-contingent approach meaning that the prescriptive requirements are defined according to the logic of coherence: requirements vary in relation to contextual conditions. In particular, there are two important context factors which are considered to have a significant influence on NPD process: the complexity of the product-market interface and the enterprise's NPD strategic orientations.