ABSTRACT
New product development is continuing to be an area that is receiving
increased awareness, both in theory and practice (Shani et al., 2003). It is
regarded as an essential activity for firms that desire to face competition on
the basis of quality and suitability of purpose (Ciappei and Simoni, 2005;
Cooper, 1999; John and Snelson, 1990). Cooper (1999) argues that devel-
oping new products or fail, as a company, are the only two options available
for any service organisation in today’s competitive business environment.
Along the same lines, Booz et al. (1982) argue that the success in launching
new products is increasingly responsible for the growth and profitability of
firms. Kotler and Armstrong (2004) also suggest that NPD is of utmost
importance to enable a company to meet customer wants and needs effec-
tively. Finally, Shepherd and Ahmed (2000) argue that new products are
