New product development in the pharmaceutical and telecommunication industries: A comparative study

This paper provides a comparative analysis of new product development (NPD) practices in the pharmaceutical and telecommunication industries by carrying out a 'two pronged study'. Micro study (with case studies) in the two sectors, respectively to understand the operational issues; macro study (theoretical embeddedness and induction of key themes) to contextualise a strategic understanding of the industry dynamics. Whist the micro study informs and reinforces the contextual understanding for the macro study, the interplay between them has resulted in the development of a conceptual framework, which has been 'empirically guided and theoretically induced'.