Purpose

The desired outcome in the new product development (NPD) effort is the timely commercialization of a profitable product. Whether marketing can benefit from the NPD case study is a critical but underresearched issue. The purpose of this study is to investigate the usage and quality of NPD case studies in business and industrial marketing.

Design/methodology/approach

To investigate the prevalence and research quality of case studies on NPD in business and industrial marketing, 317 case studies published in mainstream journals over the past decade (2010–2020) are reviewed.

Findings

This study finds that the distribution of quantity and quality of case studies fluctuates across journals. The scores on the evaluation template for the different case study stages vary widely across journals. This indicates that different journals have different criteria and priorities for NPD case studies. By focusing on different issues, enterprises can quickly find appropriate journals and case results according to their own needs.

Originality/value

This paper can help spark a debate about the implementation and quality of NPD case studies, including future studies and practical applications. To the best of the authors’ knowledge, no similar study has been found in existing studies.

中文翻译：

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新产品开发案例研究的质量：最新技术和未来前景

目的

新产品开发 (NPD) 工作的预期结果是及时将有利可图的产品商业化。营销是否可以从 NPD 案例研究中受益是一个关键但研究不足的问题。本研究的目的是调查 NPD 案例研究在商业和工业营销中的使用和质量。

设计/方法/方法

为了调查商业和工业营销中 NPD 案例研究的流行程度和研究质量，回顾了过去十年（2010-2020 年）在主流期刊上发表的 317 个案例研究。

发现

本研究发现，案例研究的数量和质量分布在不同期刊之间存在波动。不同案例研究阶段的评估模板上的分数因期刊而异。这表明不同的期刊对 NPD 案例研究有不同的标准和优先事项。通过关注不同的问题，企业可以根据自己的需要，快速找到合适的期刊和案例结果。

原创性/价值

本文有助于引发关于 NPD 案例研究的实施和质量的辩论，包括未来的研究和实际应用。据作者所知，在现有研究中没有发现类似的研究。