Challenges in Introducing New Products: A Case Study on the New Product Development Process

The case is based on an actual product introduction, and is designed to provide instruction on the new product development process. With the cost to launch new products estimated at least US $15 million and new product failure rates ranging from 40% to 80%, it is imperative that students learn how to determine the financial and market feasibility of a new product and understand the steps in the new product development process. This case is based on an award-winning "real world" convenience frozen food product that continues to be marketed and sold twenty years after its introduction. This case is based on an actual company and events. Names have been disguised to protect the privacy of the company and its management.