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Sustainability Orientation´s effect on the NPD Process:: A single Case Study in a Manufacturing Company
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Sustainability Orientation´s effect on the NPD Process: : A single Case Study in a Manufacturing Company (English)
Abstract [en]

Sustainability has received increasing attention among scholars and business, during the past decade and is currently considered as prevailing megatrend in the business world. Companies facing increasing pressure from stakeholders to direct focus on sustainability issues in their operations. In fact, sustainability has become a key driver for innovations. Nevertheless, research on sustainability’s relation to new product development is nascent. Prior literature has discovered company’s sustainable orientation to have positive impact on the NPD process. However, they have not studied sustainable orientations impact on the different stage in the process. Therefore, we formed the following research question:

“How does a company’s sustainable orientation impacts the different stages of the NPD process?”

The purpose of this study was to explore how company’s sustainable orientation impacts the different stages of the NPD process. Moreover, we aimed to discover how the three sustainability dimensions - economic, environmental and social - are present and influencing each stage and gate in the NPD process. 

In order to fulfill the purpose, a preliminary theoretical framework was constructed according to existing literature, illustrating sustainable orientation’s effect on the different stages of the NPD process. The preliminary framework was then applied to a specific case company, which emphasized sustainability and R&D in their operations. Followed by our interpretivist stance, we conducted a single case study with inductive qualitative research. Data collection was twofold, as primary data was conducted through four semi-structured interviews in the case company and overviewing the company’s website, annual reports and other documents. 

The study indicated that sustainability is an emphasized focused area in the case company and considered as one of the key drivers in their operations. In fact, empirical findings verify the company as sustainable oriented, since it follows a proactive strategy towards sustainability and sustainability is clearly present in their core values and corporate culture. The analysis provided clear evidence that the company’s sustainable orientation impacts the different stages of the NPD process. The study also indicated that the three sustainable dimensions were present in each stage, however, the magnitude of economic, environmental and social dimensions influence on the stages and gates varied.  

Place, publisher, year, edition, pages
2017. , 105 p.
Keyword [en]
sustainability, sustainable development, sustainable orientation, new product development, product development, innovation, proactive strategy, proactive response, triple bottom line, corporate strategy, corporate culture
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-136461OAI: oai:DiVA.org:umu-136461DiVA: diva2:1111512
External cooperation
Anonymous
Educational program
Master's program in Business Development and Internationalisation
Presentation
2017-05-23, S505, Umeå, 08:00 (English)
Supervisors
Examiners
Available from: 2017-06-19 Created: 2017-06-19 Last updated: 2017-06-19Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • Other locale
More languages
Output format
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