| Abstract |
| This research takes a grounded theory approach and examines the new product development (or NPD, hereafter) process for products that have been successful in the market. The process is investigated through in-depth interviews with marketers and designers who have participated in the process. The study focuses on what criteria and/or dimensions different functions consider important. The results of the study suggest that generally, successful new product ideas go through three distinctive stages: (a) research, (b) ideation and (c) solution stages. The results further indicate that there are four different types in the successful NPD process: (a) designer-driven, (b) engineer-driven, (c) marketer-driven and (d) CEO-driven types. The important considerations and evaluative criteria for successful ideas vary across different stages and types of the NPD process. The implications, limitations and future studies based on the current study are discussed. |
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| Key Words |
| 신제품개발, 근거이론, 디자인과정, new product development, grounded theory, design process |
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