M.Com. (Business Management) / The innovation and marketing of new products has become increasingly important for the profitability of companies. Developing new products is a risky endeavour. Research shows that new product development often fails. As such, it is very important that product development managers are aware of the factors that can cause product failure. This research studied the product innovation process in the South African electronics industry. The objective of the study was to prove the relationship between proficient development-activity execution and innovation success. The research took the form of a structured questionnaire, that was mailed to respondents. After analysis -of the data, it was possible to accept the research hypothesis. The research showed that marketing activities were not well executed; in contrast technical activities were better completed. It proved the notion that a market orientation should be favoured above a product orientation. Companies in the electronics industry seem to have enough marketing resources available. however. they under-utilize these resources - with disastrous results. The research proved that following a strict product development process can improve new product performance. No one activity causes success or failure but the combination of pivotal activities has a definite effect on product innovation success.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:10601 |
| Date | 14 April 2014 |
| Creators | Stegmann, W. de V. |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
| Rights | University of Johannesburg |
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