Análisis de fracasos en el lanzamiento de nuevos productos en la industria de bebidas en el Perú a partir del modelo stage-gate

• Autores: Alvarado Alarcón, Miluska, Alegre Valdivia, Vanessa, Martínez Utía, Tatiana, Seclen Luna, Jean Pierre
• Formato: artículo
• Fecha de Publicación: 2018
• Institución: Pontificia Universidad Católica del Perú
• Repositorio: PUCP-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.pucp.edu.pe:20.500.14657/133297
• Enlace del recurso: http://revistas.pucp.edu.pe/index.php/360gestion/article/view/20280/20236; http://revistas.pucp.edu.pe/index.php/360gestion/article/view/20280/20808; https://doi.org/10.18800/360gestion.201803.003
• Nivel de acceso: acceso abierto
• Materia: Desarrollo de nuevos productos; Stage-gate; Industria de bebidas y cerveza; Fracasos; https://purl.org/pe-repo/ocde/ford#5.02.04

This article analyses the importance of properly structuring the process of the new products development (NPD). It identifies some failures in the NPD process in the Peruvian beverage industry based on an exploratory study of multiple cases of new products that failed to be launched on the market. A qualitative methodology was used to understand the NPD process, taking as a reference the stage-gate model since it’s one of the most sophisticated and disseminated innovation models in current practice. The study founded that the companies analysed made serious mistakes in their NPD processes, such as not listening to the consumer’s voice since the beginning of the process and not conducting pilot market tests, among others.