“Transforming innovation concepts into an outcome”: Analysis of New Product Development process case studies in ICT Industry.
Despite the fact that innovation is considered critical to success in business today, often even profitable and modern companies are not designed to aim to unlock the value contained within innovations. Indeed frequently it is not clear how a particular organization can articulate and embed the necessary behaviour patterns, structures and processes needed to make good-practice New Product Development (NPD) work. This thesis studies the NPD process, specifically addressing the case of the ICT industry. The purpose is to gain insight into the activities leading to successful new products, developing an understanding of the success factors characterizing the process and recognizing how the practical stages enable the transformation of a product innovation into a concrete outcome. Starting from the Schumpeter approach, the research question aims to address the following research question: “How can the NPD process be modelled from the origin to the outcome phase?”. The applied methodology draws on the existing innovation and NPD literature, identifying the main NPD conceptual models, and supporting the research through two case studies to give real knowledge and concreteness to the study. The final output of this work is to outline a new NPD process taking into account the collected evidence.