New Product Development (NPD) and its Influence in the Value Creation: the Perception of the Brazilian Automobile Industry Managers

In competitive markets the search of the differentiation is basic for the companies survival. That can be achieved through the new products development - NPD which is composed for five classic phases: sprouting of the idea, concept, validation of the concept, development and launching of the new product. Market successful new products can generate cost reduction and increments in market share and profit and, thus, Value Creation. This work analyses the Value Creation of the Brazilian automobile industry due to the influence of the development of new products under the perception of the managers of this industry. Results demonstrate to have a positive relation.