An effective quality managemnt approach for new product development process

Abstract

New Product Development (NPD) is a complicated process that determines success or failure of any company engaging in product development processes. Over the past years, due to the current highly competitive market environment, poor management skills, lack of innovation and customer concern, many companies are struggling to develop new products while simultaneously maintaining high quality of each of these new products. Various studies described that quality management is critical to prolong the life cycle of new products. Thus, this study focused on the key success factors of NPD and integrated quality management strategies into NPD process. This study was conducted at a local plastic packaging and load securing company in the Western Cape Province of South Africa. A combination of both qualitative and quantitative research approaches was conducted. Both management (n1=5) the staff members (n2=24) who are involved in the NPD process were selected as samples. A semi-structured questionnaire and several interviews (in-depth and focused group) were utilised for data collection. A statistical programme (SPSS V20) was employed to generate descriptive statistical results and test the reliability of all the variables. The study results identified that the key quality determinants of the NPD process were are NPD reviews, verifications and validations. In addition, for the NPD process to be successful, the company should focus on the development of the NPD strategy, availability of skills and resources including NPD competence, product quality, empowered multidisciplinary teams and effective risk management. Based on the research findings, this study recommends that the company should have more focuses on the areas of customer dissatisfaction, product quality, and prototype planning in their NPD processes.