A triangulated approach to the assessment of important constructs in new product development process

New Product Development (NPD) is vital for organizational competitiveness and success. However, in the current NPD literature, the important constructs for NPD success are frequently derived from quantitative research. Whereby, qualitative based research on the similar subject is limited. Hence, this study aims to assess the important NPD process constructs in Research and Development (R&D) companies within Malaysia via triangulated approach. As such, the study applied both structured questionnaire and semi structured interview. 384 questionnaires were distributed to staffs in R&D companies within Malaysia, with 186 responded. In addition, 10 NPD experts were participated in the semi structured interview. The triangulation method used in this research showed consistency and support one another. Quantitative finding that derived from descriptive analysis is in line with qualitative outcome that analyzed via Kendall Coefficient of Concordance. Respondents and interviewees perceived that the most important constructs for NPD process in R&D companies within Malaysia are Design and Development, followed by Product Commercialization, Opportunity Identification, Product Testing and Concept Development. The rigor in analysis of this study makes the 5 NPD constructs the valid variables that could be used in future research to assess the conditions and subsequently enhance the NPD performance in R&D organizations.