İşletmelerde yeni mamul geliştirme süreci ve hızlı tüketim ürünleri sektöründe bir uygulama

Abstract

Bu çalışma ile son yıllarda değeri hızla artmakta olan yeni ürün geliştirme süreci ile ilgili literatür taraması yapılmış, farklı sektörlerden örnekler yardımıyla açıklanmaya çalışılmıştır. Araştırma kısmında ise var olan kitlelerini korumaya önem verdiği ve yenilik çalışmalarında müşteri odaklı anlayışı merkez edindiği görülmüştür. Küreselleşen ve uluslar arası arenalarda yaşanan pazar rekabetlerinin ne boyutlara ulaştığı açıkça ortaya konmuştur.

With this study, the inner mechanisms of new product development process, the value of which has seen a rapid increase in the recent years, has been analyzed and the application results of the theoretical strategies introduced in the past years have been aimed to be explained via examples from various sectors. Regarding the research part, the practical mechanisms of the whole process have been addressed trough an example from the fast moving consumer goods sector, and the significance of the theoretical information that were put forward has been clearly demonstrated. It has been observed that when it comes to the product development process, the significance of financial capability increases considerably. It’s been determined that the concepts of sales data and profitability are expected to swiftly reach high levels. It has been detected that companies put emphasis on retaining existing customers rather than gaining new ones and focus on a customer-oriented approach in their innovation efforts. To what extent globalizing and international market competitions reached has been clearly demonstrated.