A Study of Perceived Level of Difficulty for the Execution of the New Product Development Process

The current study would like to assess the perception of the staff involved in new product development, while the research investigation was conducted by a questionnaire-based survey configuration with the corresponding data analysis. Practically, the study provides the assessment about the perceived difficulties of the stages of the new product development process, namely, idea generation, idea screening, concept development and piloting, development of marketing strategy, business analysis, product development, testing the market, and commercialization. Along with the general demographic information of the engineers, including age, gender, level of education, rank, and years of service, the research questionnaire was composed to collect the required data for the exploration of the relationship between them can be revealed. With the self-defined research instrument, 132 valid responses were collected for the modelling process. After the completion of the analysis, testing the market was found to be the most difficult, and the particular difficulties for concept development and piloting and business analysis can be observed from the junior staff. With respect to the situation, the recommendations were provided in the latter part of the paper.