“…This research on NPD includes findings and insights from marketing (Bendoly et al, 2012;Frambach et al, 1998;Victorino et al, 2005), operational management (Eisingerich et al, 2009;Spohrer and Maglio, 2008), social sciences (Gryszkiewicz et al, 2013;Gupta and Gupta, 2014;Osborne, 1998), entrepreneurship (Hu et al, 2009;Pesämaa et al, 2013;Windrum, 2008) and innovation (Chuang et al, 2014;Jääskeläinen et al, 2013;Perotti and Pray, 2014;Preissl, 2000;Van Riel et al, 2004). Along with the multidisciplinary nature of the field, some researchers believe that the origin of NPD comes from innovation in product (Baines et al, 2009;Chen et al, 2013;Gebauer et al, 2005), while others state that NPD is a development-based concept that includes innovation in process and organisational structure (Camacho and Rodriguez, 2008;Kleinknecht, 2000).…”