INTRODUCTION OF NEW PRODUCT COMPETITIVE CAPABILITIES, TOOLS AND TECHNIQUES

INTRODUCTION OF NEW PRODUCT COMPETITIVE CAPABILITIES, TOOLS AND TECHNIQUES

Nor Hidayah Abu, Baba Md. Deros and Norani Nordin

Abstract: Competitive Capabilities is very crucial in new product development to sustain market competitiveness. It also influences a firm’s performance. In order to avoid failure in new product development, top management needs to assign product with greater competitive advantage at the very early stage of product design and development activities. Product competitive advantage provides strength of a firm’s ability to meet customer needs, good quality performance and design, at the right time, suitable price, and flexible to uncertainty change. In addition right tools and techniques should be implemented in the firm to ensure the product are better, cheaper and takes shorter time from idea conception to market place. The tools and techniques used in developing the new product must utilise the latest (up-to-date) technology.

Keywords: Quality tool, product development.

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