CSF in product innovation process: A comparative study of three Malaysian manufacturing SMEs

Continues development of new product innovative is an important driver for manufacture to sustain in market place. Success or failures of new product in market place depend very much on how organization implementing pre-development process. However large-scale organizations have received full attention from many researchers with respect to efficient pre-development implementation and practices compared to small and medium enterprises (SMEs). SMEs having different characteristic, strength and weaknesses compared than large organization. In view of that SMEs can´t simplified followed and adapted large scale organization practice in development of new product. Specific studies about pre-development process which are concentrating in SMEs are required. Therefore, this study was performed with the main objective to identify critical success factors (CSF) that support successful pre-development process implementation in Malaysian SMEs. To achieve the objective, a qualitative method through interview was conducted with three successful Malaysian food and beverages manufacturing SMEs. The results of the study indicated five critical factors for successful pre-development process implementation in SMEs. There are: clear product strategy, commitment of top management, knowledgeable and skillful project team leader, involvement project team members and involvement of external organization.