Is the screening of product ideas supported by the NPD process design?

Purpose – The purpose of this paper is to investigate whether the screening of product ideas is supported by the NPD (new product development) process design throughout the NPD phases. Design/methodology/approach – Data were collected with an internet survey questionnaire from 43 large companies producing high and low‐technology consumer products. Findings – Results reveal that the screening of product ideas is detached from the NPD process design, but significantly influenced by the market conditions facing companies. Research limitations/implications – To understand NPD in companies, NPD literature will benefit from knowledge of the process of implementing “best practices” of NPD. Companies follow guidelines, but how is the NPD process followed through? This paper supports the need for improved insight into the complexity of screening decisions as well as knowledge of the screening determinants. Practical implications – The implementation of cross‐functional teams and interacting phases demands more attention by management in order to reduce costs of NPD relative to the ROI of new products. Originality/value – By showing that the screening is detached from the NPD process design, the paper gives valuable insight into the need for theory to investigate the complexity of implementing “best practices” of NPD.