EXPERIENCE FEEDBACK LOOPS IN THE NEW PRODUCT INTRODUCTION PROCESS

Prior research has identified the reuse of past experiences as a remarkable driver for achieving high levels of maturity for both product and production systems. Many companies put effort into capitalizing their own experiences through nurturing feedback loops and learning mechanisms at different phases in the new product introduction process. Although literature highlights the impact of feedback loops on the performance of new product development, there is limited research about how firms utilize the concept of feedback loops in the new product introduction process. The purpose of this study is therefore to explore the current available practices of feedback loops at different phases in the new product introduction process. This study was performed in close collaboration with a global manufacturing company that is responsible for the introduction of new products. The paper presents the identified feedback loops and mechanisms that are working well and not working well in the new introduction process. Further, based on the empirical data, this paper points out the significant feedback loops that are important for the case company to work with in the future.