New product development process: A conceptual framework for automobile industries

India is emerging as a key destination for global automobile makers, prompting businesses to improve their abilities in product design and development to grow within the technology-focused automobile sector. Managing new product development (NPD) poses significant challenges within the dynamics to remain competitive. A well-defined and proven NPD process in the automobile industry results in high-quality, cost-effective, and timely product delivery to the market. Various frameworks have been proposed in the literature, and limitations highlight the need for a more flexible, integrated, and adaptive NPD model. Utilizing Cooper’s highly efficient Stage-Gate framework, this research proposes a new NPD process framework to enhance the performance of the automobile industry. Based on the limitations of existing stages and gates used and a survey among the NPD professionals, detailed activities of the stages and associated gates have been presented.
Adams-Bigelow, M. (2004). First results from the 2003 comparative performance assessment study (CPAS). In: The PDMA Handbook of New Product Development. Wiley, United States, p546–566. https://doi.org/10.1002/9780470172483
Agrawal, A., & Bhuiyan, N. (2014). Achieving success in NPD projects. International Journal of Industrial and Manufacturing Engineering. 8(2), 476–481.
Almeida, O., Figueiredo, P.S., Estevao-Beal, V., & Uchoa-Passo, F. (2020). Critical success factors of product development projects in the automotive industry. Journal of Technology Management and Innovation, 15(2), 56–70. https://doi.org/10.4067/S0718-27242020000200056
Anand, D.U., Janakiraman, S.R., & Sethukannan, V.S. (2009). Lean Product Development-Redefining the Indian Automotive Product Development Process Using Lean Framework. SAE Technical Paper 2009-01-0117. https://doi.org/10.4271/2009-01-0117
Anand, G., & Kodali, R. (2008). Development of a conceptual framework for lean new product development process. International Journal of Product Development, 6(2), 190-224. https://doi.org/10.1504/IJPD.2008.01924
Arnold, G.W., & Floyd, M.C. (1997). Reengineering the new product introduction process. International Journal of Production Economics, 52(1-2), 179–183. https://doi.org/10.1016/S0925-5273(97)00052-2
Barczak, G., Griffin, A., & Kahn, K.B. (2009). Trends and drivers of success in NPD practices. Journal of Product Innovation Management, 26(1), 3–23. https://doi.org/10.1111/j.1540-5885.2009.00331.x
Barringer, B.B., & Gresock, A.R. (2008). Formalizing the front-end of the entrepreneurial process using the stage-gate model as a guide: An opportunity to improve entrepreneurship education and practice. Journal of Small Business and Enterprise Development, 15(2), 289–303. https://doi.org/10.1108/14626000810871682
Boejang, H., Hambali, A., Hassan, M.Z, Esa, S., & Rauterberg, G.W.M., (2017). An exploration on new product development process of Malaysian small-sized automaker. Journal of Advanced Manufacturing Technology, 11(2), 33–46.
Brem, A., & Kurzdorfer, T. (2016). New product development, R&D and culture: Results from a multiple case study of German and Chinese innovation processes. International Journal of Product Development, 21(2–3), 144–174. https://doi.org/10.1504/IJPD.2016.078862
Broum, T., Kopecky, M., & Kleinova, J. (2011). Enhancement of stage-gate process by value analysis. Annals of DAAAM and Proceedings, 22(1), 755–756.
Brown, S.L., & Eisenhardt, K.M. (1995). Product development: Past research, present findings, and future directions. Academy of Management Review. 20(2), 343–378. https://doi.org/10.5465/amr.1995.9507312922
Cano, E.L., Garcia-Camus, J.M., Garzas, J., Moguerza, J.M., & Sánchez, N.N. (2021). A Scrum based framework for new product development in the non-software industry. Journal of Engineering and Technology Management, 61, 101634. https://doi.org/10.1016/j.jengtecman.2021.101634
Chao, L.P., & Ishii, K. (2005). Design process error-proofing: benchmarking gate and phased review life-cycle models. In: International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. Vol. 47411. p301–310. https://doi.org/10.1115/DETC2005-84235
Chirumalla, K. (2017). Challenges in Managing New Product Introduction Projects: An Explorative Case Study. In: DS 87-2 Proceedings of the 21st International Conference on Engineering Design (ICED 17) Vol 2: Design Processes, Design Organisation and Management, Vancouver, Canada. p259-268. Available from: https://www.designsociety.org/publication/39580/challenges
Clark, K.B., & Fujimoto, T. (1991). Product Development Performance: Strategy, Organization, And Management in the World Auto Industry. HBS Press, Boston. Available from: https://tinyurl.com/mrx945ep
Connell, J., Edgar, G.C., Olex, B., Scholl, R., Shulman, T., & Tietjen R. (2001). Troubling successes and good failures: Successful new product development requires five critical factors. Engineering Management Journal, 13(4), 35–39. https://doi.org/10.1080/10429247.2001.11415136
Cooper, L.P. (2003). A research agenda to reduce risk in new Product Development through knowledge management, a practitioner perspective. Journal of Engineering and Technology Management, 20(1–2), 117–140. https://doi.org/10.1016/S0923-4748(03)00007-9
Cooper, R.G. (1990). Stage-gate systems: A new tool for managing new products. Business Horizons, 33(3), 44–54. https://doi:10.1016/0007-6813(90)90040-I
Cooper, R.G. (2008). What leading companies are doing to re-invent their NPD processes. PDMA Visions Magazine, 32(3), 6–10.
Cooper, R.G. (2022). The 5th generation stage-gate idea-to-launch process. IEEE Engineering Management Review, 50(4), 43–55. https://doi.org/10.1109/EMR.2022.3222937
Cooper, R.G., & Scott E.J. (2003). Benchmarking Best Practices Performance Results and the Role of Senior Management. Vol. 1. Product Development Institute Inc., United States. Available from: https://acrobat.adobe.com/id/urn:aaid:sc:AP:4367a4ca-4931-467c-adaa-cdf988e14c0c
Cooper, R.G., Edgett, S.J., & Kleinschmidt E.J. (2002). Improving New Product Development Performance and Practices. American Productivity and Quality Center, United States. Available from: https://surli.cc/fajugt
Cooper, R.G., Edgett, S.J., & Kleinschmidt, E.J. (2003). Best Practices in Product Innovation: What Distinguishes Top Performers. Product Development Institute, United States.
Cooper, R.G., Edgett, S.J., & Kleinschmidt, E.J. (2004a). Benchmarking best NPD practices-I. Research-Technology Management, 47(1), 31–43. https://doi.org/10.1080/08956308.2004.11671606
Cooper, R.G., Edgett, S.J., & Kleinschmidt, E.J. (2004b). Benchmarking best NPD practices -II. Research-Technology Management, 47(3), 50–59. https://doi.org/10.1080/08956308.2004.11
Cooper, R.G., Edgett, S.J., & Kleinschmidt E.J. (2004c). Benchmarking best NPD practices-III. Research-Technology Management, 47(6), 43-55. https://doi.org/10.1080/08956308.2004.11671662
Davoodi, A., & Aslanzadeh Y. (2014). Stage-Gate Modified for Lean PD. Available from: https://odr.chalmers.se/server/api/core/bitstreams/f60a3e0c-4d4a-4843-a8c0-7d2310c148e5/content
Eljayar, A., & Busch, J.S. (2021). Agile-Stage-Gate approach: Exploratory research on the structure, roles, and responsibilities. Athens Journal of Technology and Engineering, 8(1), 39–90.
Ettlie, J.E., & Elsenbach, J.M. (2007). Modified Stage-Gate regimes in new product development. Journal of Product Innovation Management, 24(1), 20–33. https://doi.org/10.1111/j.1540-5885.2006.00230.x
Fernandes, R.Q.K., Cavalcanti, V., & de Andrade, A.M. (2017). Design management in the toy industry: Case studies on design insertion for the development process in Brazilian toy companies. Strategic Design Research Journal, 10(3), 230–240.
Gerhard, D., Brem, A., & Voigt, K.I. (2008). Product development in the automotive industry: Crucial success drivers for technological innovations. International Journal of Technology Marketing, 3(3), 203–222. https://doi.org/10.1504/IJTMKT.2008.019922
Griffin, A. (1997). Modelling and measuring product development cycle time across industries. Journal of Engineering and Technology Management. 14, 1–24. https://doi.org/10.1016/S0923-4748(97)00004-0
Gronlund, J., Sjodin, D.R., & Frishammar, J. (2010). Open innovation and the stage-gate process: A revised model for new product development. California Management Review. 52(3), 106–131. https://doi.org/10.1525/cmr.2010.52.3.106
Gurbuz, E. (2018). Theory of new product development and its applications. In: Marketing. IntechOpen, London, p57–75. https://doi.org/10.5772/intechopen.74527
Hamidizadeh, M., Hoseini, M., Akhavan, M., & Hojaeefard, H. (2018). A New consideration on new product development models. International Journal of Automotive Engineering, 8(1), 2666–2671.
Harmancioglu, N., McNally, R.C., Calantone, R.J., & Durmusoglu, S.S. (2007). Your new product development (NPD) is only as good as your process: An exploratory analysis of new NPD process design and implementation. R&D Management, 37(5), 399–424. https://doi.org/10.1111/j.1467-9310.2007.00486.x
Jaksic, M.L., & Petkovic, M.J.J. (2014). Sustainable Technology Management and Development-State University and Industry Performance Model. Sustainable Technology Management [Project Work].
Kadwe, K., Khan, A.A. & Babela, V. (2017). Survey analysis of critical success factors for NPD in Indian manufacturing industries. International Journal of Current Research in Multidisciplinary (IJCRM), 4, 2661–2665.
Kahn, K.B., Barczak, G., Nicholas, J., Ledwith, A., & Perks, H. (2012). An examination of new product development best practice. Journal of Product Innovation Management, 29(2), 180–192. https://doi.org/10.1111/j.1540-5885.2011.00888.x
Kazimierska, M., & Grębosz-Krawczyk, M. (2017). New product development (NPD) process–an example of industrial sector. Management Systems in Production Engineering, 25(4), 246–250.
Kelley, T. (2001). The Art of Innovation: Lessons in Creativity from IDEO. America’s Leading Design firm. 10. Crown Currency. Available from: https://tinyurl.com/yc2fz3ta
Khannan, M.S.A., Tontowi, A.E., Herliansyah, M.K., & Sudiarso, A. (2021). New product development method trends and future research: A systematic literature review. Jurnal Teknik Industri: Jurnal Keilmuan dan Aplikasi Teknik Industri. 23(1), 11–24. https://doi.org/10.9744/jti.23.1.11-24
Koranne, S., & Shende, V. (2017). Leveraging Project Performance analysis to achieve sustainable Business Goal. In: Project Management National Conference, India. Available from: https://www.pmi.org.in/conference2017/pdfs/papers-pdfs/theme-accelerate-economic-growth/6-leveraging-project-performance-analysis.pdf
Kumar, S., & Wellbrock, J. (2009). Improved new product development through enhanced design architecture for engineer-to-order companies. International Journal of Production Research, 47(15), 4235–4254. https://doi.org/10.1080/00207540801939030
Lapunka, I., Barton-Pudlik, J., & Jagoda-Sobalak, D. (2023). Overview and Prioritization of Critical Success Factors in NPD Models for the Chemical Industry. Scientific Papers of Silesian University of Technology, Organization and Management / Zeszyty Naukowe Politechniki Slaskiej, Seria Organizacji i Zarzadzanie, p186. Available from: https://managementpapers.polsl.pl/wp-content/uploads/2024/02/186-%c5%81apunka-barton-pudlik-jagoda-sobalak.pdf
Liang, W.H. (2010). Coordination Mechanisms for New Product Introduction. Available from: https://www.collectionscanada.gc.ca/obj/thesescanada/vol2/002/mr66157.pdf?is_thesis=1&oclc_number=1007700786
Loganathan, Y.D., & Jayakrishnan, M. (2014). Converging Product Development Processes: A Case of Indian Automobile Industry. SAE Technical Paper (No. 2014-01-0285). https://doi.org/10.4271/2014-01-0285
Masyhuri, M. (2022). Applying a multiple convergent process in achieving a successful of new product development. ADPEBI International Journal of Business and Social Science, 2(1), 1–12.
https://doi.org/10.54099/aijbs.v2i1.48
Mayer, H.M. (2020). Innovation Due to Covid: Yes, But How. Available from: https://www.forbes.com/sites/hannahmayer
McDermott, C.M., & O’Connor, G.C. (2002). Managing radical innovation: An overview of emergent strategy issues. Journal of Product Innovation Management, 19(6), 424–438. https://doi.org/10.1111/1540-5885.1960424
Munoli, N. (2017). 3D Hybrid Model for New Product Development. United States: Rochester Institute of Technology. Available from: https://repository.rit.edu/cgi/viewcontent.cgi?article=10866&context=theses
Nieuwenhuis, P., & Wells, P. (2015). The Global Automotive Industry. Wiley, United States. Available from: https://onlinelibrary.wiley.com/doi/book/10.1002/9781118802366
O’Connor, P. (1994). Implementing a stage-gate process: A multi-company perspective. Journal of Product Innovation Management, 11(3), 183–200. https://doi.org/10.1016/0737-6782(94)90002-7
Owens, J., & Cooper, R. (2001). The importance of a structured new product development (NPD) process: A methodology. In: IEE International Symposium on Engineering Education: Innovations in Teaching, Learning and Assessment. https://doi.org/10.1049/ic:20010040
Owens, J.D., & Davies, J. (2000). The importance of a new product development (NPD) process: Getting started. In: 1st European Conference on KM, Bled School of Management, Bled, Slovenia. Available from: https://acrobat.adobe.com/id/urn:aaid:sc:AP:bf4b0f6f-7a3b-42b2-b2dc-a6febd0340ee
Phillips, R., Neailey, K., & Broughton, T.A. (1999). Comparative study of six stage-gate approaches to product development. Integrated Manufacturing Systems, 10(5), 289–297. https://doi.org/10.1108/09576069910371106
Pietzsch, J.B., Shluzas, L.A., Pate-Cornell, M.E., Yock, P.G., & Linehan, J.H. (2009). Stage-gate Process for the Development of Medical Devices. The Journal of Medical Devices, 32, 021004. https://doi.org/10.1115/1.3148836
Poolton, J., & Barclay, I. (1998). New product development from past research to future applications. Industrial Marketing Management, 27(3), 197–212. https://doi.org/10.1016/S0019-8501(97)00047-3
Rahim, A.R.A., & Baksh, M.S.N. (2003). Case study method for new product development in engineer-to-order organizations. Work Study, 52(1), 25–36. https://doi.org/10.1108/00438020310458705
Rajeshwari, K. (2017). New product development in an entrepreneurial company. International Journal of Product Development, 22(2), 81–103. https://doi.org/10.1504/IJPD.2017.086447
Ranjan, A. (2014). Process Reengineering for New Product Introduction at an Analytical Instrument Manufacturing Firm, (Doctoral Dissertation, Massachusetts Institute of Technology). Available from: http://hdl.handle.net/1721.1/93850
Ries, E. (2011). The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Crown Currency. Available from: https://www.tolobranca.nl/wp-content/uploads/2020/04/global-overview-lean-startup-book-eric-ries.pdf
Ringen, G., & Welo T. (2013). Towards a More Event-Driven NPD Process: First Experiences with Attempts of Implementation in the Front-end Phase. In: DS 75-1: Proceedings of the 19th International Conference on Engineering Design (ICED13) Design for Harmonies. Design Processes, Seoul, Korea. Vol. 1, p99–108. Available from: https://surl.lu/arkynt
Salavati, M., Tuyserkani, M., Mousavi, S.A., Falahi, N., & Abdi, F. (2016). Improving new product development performance by risk management. Journal of Business and Industrial Marketing, 31(3), 418–425. https://doi.org/10.1108/JBIM-04-2013-0090
A holistic examination. European Journal of Innovation Management, 3(3), 160–173. https://doi.org/10.1108/14601060010341166
Silva, G.C.D., & Kaminski, P.C. (2017). Proposal of framework to managing the automotive product development process. Cogent Engineering, 4, 1–25. https://doi.org/10.1080/23311916.2017.1317318
Singh, A.K., & Garg, A. (2015). Impact of information integration on decision-making in a supply chain network. Production Planning and Control, 26(12), 994–1010. https://doi.org/10.1080/09537287.2014.1002024
Smolnik, T., & Bergmann, T. (2020). Structuring and managing the new product development process review on the evolution of the Stage-Gate® process. Journal of Business Chemistry, 2, 41–57. https://doi.org/10.17879/22139478907
Stosic, B., & Milutinovic, R. (2014). Possibilities of opening up the stage-gate model. Romanian Statistical Review, 62(4), 41–53.
Sumantran, V. (2004). Accelerating product development in the automobile industry. International Journal of Manufacturing Technology and Management, 6(3-4), 361–371. https://doi.org/10.1504/IJMTM.2004.005424
Tennant, C., & Roberts, P. (2003). The creation and application of a self-assessment process for new product introduction. International Journal of Project Management, 21(2), 77–87.
https://doi.org/10.1016/S0263-7863(02)00019-4
Thomke, S., & Feinberg, B (2022). Experimentation Works: The Surprising Power of Business Experiments. Harvard Business Press. Available from: https://sloanreview.mit.edu/article/capturing-the-real-value-of-innovation-tools
Ulrich, K., & Eppinger, S. (2020). Product Design and Development. 7th ed. McGraw-Hill, United States. Available from: https://tinyurl.com/2bavs3c8
Ulrich, K.T., Eppinger, S.D., & Goyal, A. (2009). Product Design and Development. McGraw-Hill Education, United States.
Wang, L., & Kourouklis, A. (2012). On the Development of a Theoretical Framework for New Product Development. In: International Conference on Knowledge Management and Information Sharing, SCITEPRESS. Vol. 2, p249–259. Available from: https://www.scitepress.org/papers/2012/41364/41364.pdf
Wijewardhana, G.E.H., Weerabahu, S.K., Nanayakkara, J.L.D., & Samaranayake, P. (2021). New product development process in apparel industry using Industry 4.0 technologies. International Journal of Productivity and Performance Management, 70(8), 2352–2373. https://doi.org/10.1108/IJPPM-02-2020-0058
Williams, O.S. (2008). New Product Introduction Process Improvements in An Automotive Company. Available from: https://dspace.lib.cranfield.ac.uk/handle/1826/6580
Wind, J., & Mahajan, V. (1997). Issues and opportunities in new product development: An introduction to the special issue. Journal of Marketing Research, 34(1), 1–12. https://doi.org/10.1177/002224379703400101
Wuest, T., Liu, A., Lu, S.C.Y., & Thoben, K.D. (2014). Application of the stage gate model in production supporting quality management. Procedia Cirp. 17, 32–37. https://doi.org/10.1016/j.procir.2014.01.071
Wynn, D.C., & Clarkson, P.J. (2018). Process models in design and development. Research in Engineering Design. 29, 161–202. https://doi.org/10.1007/s00163-017-0262-7
Yadav, O.P., Nepal, B.P., & Jain, R. (2007). Managing product development process complexity and challenges: A state-of-the art review. Journal of Design Research, 6(4), 487–508. https://doi.org/10.1504/JDR.2007.016853
Yang, C.L., Huang, K.P., Huang, C.L., & Huang, R.H. (2016). Integration of corporate social responsibility into new product development. International Journal of Management Economics and Social Sciences, 5(1), 14–34. https://doi.org/10.2139/ssrn.2764236
Yin, C., & Zhang, W. (2021). New product development process models. In: International Conference on E-Commerce and E-Management (ICECEM) Dalian, China. p240–243. https://doi.org/10.1109/ICECEM54757.2021.00054
Zhu, X., Xiao, Z., Dong, M.C., & Gu, J. (2019). The fit between firms’ open innovation and business model for new product development speed: A contingent perspective. Technovation, 86, 75–85. https://doi.org/10.1016/j.technovation.2019.05.005