INFLUENTIAL ORGANIZATIONAL CONDUCT IN SUCCESSFUL DEVELOPMENT OF NEW PRODUCTS: CASE STUDY IN A SOFTWARE DEVELOPMENT COMPANY
Keywords:
innovation; innovation management; new product development; drivers of success; organizational conduct; software.Abstract
Several authors deeply analyze what differentiates successful companies from others. In general, they agree by listing various organizational behaviors that make them winners and their innovative products. This article aimed to analyze influential organizational behaviors in the success of new product development, taking as a case study the development of a new software product. To achieve this goal, a literature review was conducted, listing the main behaviors of successful companies in the development of new products. Then, interviews were conducted with those involved, trying to understand everyone's view of the process. The next stage consisted of surveys of hours worked in each conduct suggested in the bibliography. Finally, a customer satisfaction survey of the new product was developed. It can be observed that influencing behaviors aimed at the customer and the knowledge of competing products had a strong influence on the perception of value and quality of the delivered product. This corroborates, among others, the suggested conduct of incorporating the customer's voice into the development process
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