Abstract

Given the rapid changes in the high-tech industry and fierce global competition in the market, shortening the life cycle of a product is necessary. Such a backdrop highlights the role of new product development (NPD). Many studies have explored how the outcomes of NPD projects are affected by key success factors (KSFs). In this paper, we investigated key success paths (KSPs) approach by creating and implementing various combinations of KSFs and NPD outcomes. Specifically, we consider the idea that KSPs drive NPD strategies in achieving high performance in terms of outcomes through multiple combinations that may be based on the competitive advantages of companies and industries. In addition, we apply fuzzy-set qualitative comparative analysis (QCA) along with the fs/QCA software tool to analyze the causal relationship between KSFs and NPD outcomes. We obtain multiple results, including verification of the KSP concept. KSPs approach help allocate resources and appropriately enriched information, and should be chosen using a combination of multiple KSFs based on a company’s competitive advantages to successfully attain desired outcomes.

Key words: New product development, key success factors, qualitative comparative analysis, fuzzy set theory, key success paths.