Drivers of thoroughness of NPD tool use in small high-tech firms

This paper explores how thoroughly practitioners in small high-tech firms use tools in support of NPD activities. We present a mixed-methods study starting with a survey of 99 firms covering 76 tools across 12 functional perspectives on NPD, which shows wide variability in reported thoroughness of use. We investigate what drives this variability via 17 interviews. We find that the principal driver is institutional pressures that prioritise either rigorous process or pressure from targets. Based on these drivers and responses, we provide contingency-based advice as to how firms in different contexts can get the best results from using NPD tools.