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The purpose of this paper is to explore new product development (NPD) best practice from a practitioner's perspective. A large body of research has been completed on best practices in NPD. However, there is a limited knowledge of the extent to which practitioners are aware of what constitutes a NPD best practice and are aware of the relative importance of different NPD best practices.

Using an established framework, this research investigates NPD practitioners' views of best practices. Data were collected through a survey using a combination of quantitative and qualitative questions from 70 SMEs and 74 large companies in Ireland and the UK.

The results show that practitioners assign different levels of importance to the various NPD best practices. Regardless of company size, strategy is viewed as the most importance best practice for NPD, while metrics …