ABSTRACT
Success in new product development is a critical management issue for modern firms, due to an increase in the pace of progress in technology and the desire for customization from the market. Scholars identified several factors which influence successful new product development (NPD), for example organizing the right innovation processes (Veryzer, 1998), managing the NPD team in the right way (Ulrich and Eppinger, 2003), choosing the right time to enter the market, having the right collaboration strategy (Griffin, 1997), having eventual protection mechanisms (Teece, 2003), formulating a marketing strategy for innovation (Cooper and Kleinschmidt, 1995) and so on.
