Applying A Multiple Convergent Process in Achieving A Successful of New Product Developmen
April 28, 2022  //  DOI: 10.54099/aijbs.v2i1.48
Muhammad Masyhuri

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Abstract

New Product Development (NPD) is critical for companies to improve their business results. However, few companies can benefit from such a process because it is difficult to determine how and which NPD processes should be designed to develop a leading-edge product. The objective of this study is to find out the appropriate and best approach for implementing an NPD process in a company. The Multiple Convergent Process (MCP) framework model is applied by borrowing the framework model of (Baker & Hart, 2007). The objective of the MCP framework model is to apply a parallel mechanism of NPD phases to work towards the same point or common outcome without delaying the next phase. This study applies a descriptive research method by describing the steps of the MCP model and using literature reviews. Fifty-two publications from 1990 to 2018 were reviewed. Major and related topics such as NPD, innovation, multiple convergent points, idea generation - evaluation - concept and selection, and factors for successful NPD were considered.

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