KONSEP NEW PRODUCT DEVELOPMENT (NPD) SEBAGAI LANGKAH SISTEMATIS DALAM UPAYA PENGEMBANGAN PRODUK UNTUK MENCIPTAKAN KEUNGGULAN KOMPETITIF

Abstract

The increasingly dynamic business climate changes require adaptation for companies to prepare for the increasingly tight dynamics of business competition, companies are required to continue to innovate in order to create added value and maintain their competitive advantage, especially on the product side compared to their competitors. The proposed strategic approach model that can be used to answer this challenge is to develop products using the New Product Development (NPD) model. The NPD model itself is a systematic process in designing, developing, and launching new products to the market. This study aims to examine the concept of NPD based on the literature review obtained as a structured step in product development that can provide sustainable competitiveness for the company. The method used is a literature study of various relevant scientific sources regarding the stages of NPD and their application in the context of competitive advantage along with the potential challenges that may exist. The findings of the study indicate that the success of NPD is highly dependent on cross-functional integration, understanding of consumer needs, and the company's ability to manage risks and market changes. So by implementing NPD effectively, companies can create innovative products, according to market needs, and difficult for competitors to imitate, thus supporting the creation of sustainable competitive advantage.