Year

1991

Degree Name

Master of Commerce (Hons.)

Department

Department of Management

Abstract

The new product development process, and the use of marketing information, have each received a considerable amount of research interest in their own right. However, the relationship between the two areas has been largely neglected by researchers. Due to the critical importance of new product development activities to the continued viability of many companies, especially in an increasingly competitive global environment, this lack of attention is surprising. The thesis of this study is that the use of marketing information in the new product development process is an important one for corporate activity if such a process is to be successful. The objective of this study is to examine the factors affecting the use of marketing information in the new product development process. This research develops and empirically tests a model of information use in the new product development process. The results show that factors such as the involvement and influence of a formal marketing department/division, the involvement and influence of the R&D/Technical Services, and the level of competition perceived by the firm to exist in its environment, have the most significant influence on the use of marketing information in the new product development process. The major sources of marketing information used in the new product development process are competitor analysis, the salesforce and customer visits. The implications of these findings for new product development are discussed.

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