The effect of corporate culture and the new product development process on new product development success perception and an application in FMCG sector in turkey

Global competition, technology, and innovation have made some changes inconsumer needs and wants. These changes have forced companies to recognize theimportance of consumer focused marketing and gaining long-term competitiveadvantage through new product development. The companies, which did not understandthis importance, had to face with the process of disappearing. For this reason, thecompanies, which want to survive, have to update themselves and give specialimportance to the new product development activities.Even though new products are the key elements that make companies surviveand compete in the market, developing successful new products is not so simple andeasy. New product development is a risky and costly process that has possibility ofbeing a failure at the end. The only way of becoming successful in this competitiveenvironment is having strong products, strong plans, right strategies, and the capacity ofdeveloping new products. So, the companies must think strategically and manage thenew product development process very well.In this study; the effect of corporate culture and the new product developmentprocess on the employee?s perception of new product development success will bestudied and also an application will be done through the companies in FMCG sector inTurkey.