Tan Owee  Kowang, Goh Chin  Fei, Choi Sang  Long, 
    Operation Management-Identification of New Product Development
Improvement Opportunity,
    Journal of Engineering and Applied Sciences,
    Volume 12,Issue 15,
    2017,
    Pages 3995-3999,
    ISSN 1816-949x,
    jeasci.2017.3995.3999,
    (https://makhillpublications.co/view-article.php?doi=jeasci.2017.3995.3999)
    Abstract: New Product Development (NPD) plays a vital role within the context of operation management.
Businesses must continuously enhance their products design, enrich products market value and improve
products quality in order to stays competitive in the market. Hence, this research aims to analyze NPD
implementation effectiveness within a R&D based organization with the ultimate objective to identify the
potential NPD improvement areas within the context of operation management. Data collected from quantitative
surveys was analyzed via descriptive analysis tools. Analysis results suggested that NPD processes that
perceived by management team as important were not translated into actions by operational staff. The research
outlined a step by step process on identification of importance level, implementation level and implementation
effectiveness of NPD processes. The methodology proposed in this research carries a value for the
identification of operation management improvement opportunity.
    Keywords: New product development;improvement;research and development;effectiveness;organization;opportunity