The Influence of Enterprise Senior Management to NPD Projects: An Empirical Study

The continuous development and market introduction of new products can be an important determinant of sustained enterprise performance. For approximately 30 years, conceptual and empirical research has been undertaken to identify the critical success factors (CSFs) of new product development (NPD) project. This paper reviews the findings of empirical work into the CSFs of NPD projects influence from enterprise senior management, and sums up 12 CSFs of NPD projects influence from enterprise senior management based on the literature review. Through the questionnaire surveyed gathering data from the 85 China enterprises, used the SPSS software to carry on factors analysis, three parent factors had been found. At last this paper built a conceptual model of NPD projects CSFs based on enterprise senior management. The model establishment provides more systematic theory framework and measure table for NPD project CSFs´ research, while it supplies some reference for improving NPD project success rate from the view of the enterprise senior managers in China.