The quality of case studies on new product development: state of the art and future prospects

Purpose The desired outcome in the new product development (NPD) effort is the timely commercialization of a profitable product. Whether marketing can benefit from the NPD case study is a critical but underresearched issue. The purpose of this study is to investigate the usage and quality of NPD case studies in business and industrial marketing. Design/methodology/approach To investigate the prevalence and research quality of case studies on NPD in business and industrial marketing, 317 case studies published in mainstream journals over the past decade (2010-2020) are reviewed. Findings This study finds that the distribution of quantity and quality of case studies fluctuates across journals. The scores on the evaluation template for the different case study stages vary widely across journals. This indicates that different journals have different criteria and priorities for NPD case studies. By focusing on different issues, enterprises can quickly find appropriate journals and case results according to their own needs. Originality/value This paper can help spark a debate about the implementation and quality of NPD case studies, including future studies and practical applications. To the best of the authors' knowledge, no similar study has been found in existing studies.