Product management glosary

New Product Development (NPD)

What is New Product Development (NPD)?

New Product Development (NPD) is the process of bringing a new product to the market. It involves all the activities that go into creating a new product, from idea generation to product launch. The goal of NPD is to create a product that meets the needs of the target market and is profitable for the company.

Idea Generation

The first step in NPD is idea generation. This involves coming up with new product ideas that will meet the needs of the target market. Ideas can come from a variety of sources, including customer feedback, market research, and brainstorming sessions.

Product Design and Development

Once an idea has been selected, the next step is product design and development. This involves creating a prototype of the product and testing it to ensure that it meets the needs of the target market. The product design and development phase also includes determining the cost of production and developing a marketing strategy.

Testing and Validation

After the product has been designed and developed, it is tested and validated. This involves testing the product in real-world conditions to ensure that it performs as expected. The testing and validation phase also includes gathering feedback from customers and making any necessary changes to the product.

Launch and Commercialization

The final step in NPD is product launch and commercialization. This involves introducing the product to the market and promoting it to potential customers. The launch and commercialization phase also includes developing a pricing strategy and determining the distribution channels for the product.


New Product Development is a complex process that involves a variety of activities, from idea generation to product launch. It requires a deep understanding of the target market and a willingness to take risks. By following the NPD process, companies can create products that meet the needs of their customers and are profitable for the company.