Abstract: In the Nigerian market, new product development plays a vital role in achieving a sustainable competitive advantage. The main objective of the study is to examine the effects of new product development strategies on marketing performance. Stratified random sampling technique was applied at selecting the sample. The study made use of a sample size of 221 employees from selected firms in the food and beverage industry in Lagos State, Nigeria. Cross sectional survey research design method was adopted, and the statistical techniques used comprised of simple percentage and multiple regression analysis. Findings showed that the change in marketing performance was brought about......
Keywords. New Product Development Strategies, New Product Quality, New Product Packaging, New Product Branding, Marketing Performance
[1]. Alvarez, A. and Casielles, R.V. (2005). Consumer evaluation of sales promotion: The effect on brand choice, European Journal of Marketing 39(1/2), 54-70.
[2]. Angela, M., (2006). Speech at the world economic forum, Davos, Switzerland. Available from http://www.bundesregierung.de/nn6566/Content/EN/RedenJ2006/01/2006-01-25- speech-by-angela-merkel-chancellor-of-the-federal-republic-of-Germany-at-theworldeconomic.fo.html.
[3]. Anurag, S. and Nelson, L. (2004). Linking product development outcomes to market valuation of the firm: The Case of the U.S. Pharmaceutical Industry. Journal of product Innovation Management
[4]. Ayers, D. J., Gordon, G. L., and Schoenbachler, D. D. (2011). Integration and new product development success: the role of formal and informal controls. Journal of Applied Business Research (JABR), 17(2).
[5]. Balboutin A., Yuzdani B.B, Cooper R., and Souder. W.E (2000). New product development practices in American and British firms, Technovation, 20,257-274.