Enabling Factors in Successful Product Development

Abstract

The research literature and industry best-practices report a vast number of enabling factors that contribute to successful product development (PD). Collectively this body of work also establishes the causal linkages between these enabling factors and overall success in PD. But what specific factors will produce what specific outcomes are vague and ambiguous. To address this apparent void, we find distinct sets of PD enabling factors that are statistically accurate predictors of the specific project outcomes of profit, market share, customer satisfaction, organizational effectiveness, and product quality. We are also motivated to help organizations improve their PD. To that end, we develop a diagnostic tool using the factors that predict our five PD outcomes. This tool is used to pinpoint weaknesses and focus on improvements to achieve specific desired outcomes. Results of in situ testing of the tool are reported in this article. The guiding principles of this work are specificity and actionability: specific enabling factors that can produce specific results, and an actionable diagnostic-tool that practitioners can use to improve the practice and results of their PD projects.