New product development best practice in SME and large organisations: theory vs practice

Purpose – The purpose of this paper is to explore new product development (NPD) best practice from a practitioner's perspective. A large body of research has been completed on best practices in NPD. However, there is a limited knowledge of the extent to which practitioners are aware of what constitutes a NPD best practice and are aware of the relative importance of different NPD best practices. Design/methodology/approach – Using an established framework, this research investigates NPD practitioners' views of best practices. Data were collected through a survey using a combination of quantitative and qualitative questions from 70 SMEs and 74 large companies in Ireland and the UK. Findings – The results show that practitioners assign different levels of importance to the various NPD best practices. Regardless of company size, strategy is viewed as the most importance best practice for NPD, while metrics and performance evaluation is seen as the least important. This does not support previous research, which has shown that excellence in NPD process is the primary driver of NPD success. Additionally, there were differences between the specific practices that NPD practitioners from SMEs and large companies considered to be best practice. Originality/value – This paper identifies a gap between what researchers and practitioners understand to be NPD best practice. The results further our understanding of how NPD practitioners translate existing NPD knowledge into actual NPD practice. The results presented in this paper suggest that there is much to be gained by strengthening the links between researchers and NPD practitioners. There is limited value in developing theories and models about the “best” ways to manage NPD unless these model and theories are fully diffused and can be made useful to NPD practitioners.