A preliminary investigation on the cooperation in new product development in an automotive company: identification of key success factors
This paper describes a case study whose main objective is to identify the key success factors in new product development in an automotive company in Germany and in its subsidiary in Brazil, in the context of cooperation in new product development. The company chosen is a part of a large international automotive organization that produces cars and commercial vehicles. Empirical data was gathered through interviews at the subsidiary based on four main groups concerning the key success factors on new product development identified in the literature: firm-level, finances, product level and customer acceptance measures. The preliminary results indicate that the company focuses its key success factors on finances and customer acceptance measures, and on measures such as ‘time to market’. The concluding remarks points out that new product development process is assessed by some factors at the Brazilian subsidiary, but without a clear process of prioritisation. Further work of this investigation is to interview company members at the company headquarter in Germany as well as to perform a cross-analysis of the results.