New Product Development Failure

The study attempts to investigate the cause of the new product development failure at OSM Malaysia (OSMM). The research identified five prominent variables which cause new product development failure. The five factors are management style, technical expertise/knowledge, job stress level, project management skill, and cross-functional team support. This research uses both primary and secondary data information to analyze the data findings. A self-administrated questionnaire with 32 questions was given to the respondents. The questionnaire used a Likert scale range between 1 to 5 to determine the level of agreement of the respondent to the items listed. Management Style is the most influencing factor that causes the new product development failure in OSMM. While the technical expertise/knowledge shows a positive relationship, it is not statistically significant; hence this independent variable should not be neglected as well. Anyhow, the research has also ruled out the job stress level, project management skills and cross-functional team support towards the new product development failure as it has a negative direction and the strength of the relationship is relatively weak.