Effetcs of New Product Development on Profitability Level of the Firm: The Case of İgdaş

Abstract

The main aim of this study is to investigate the effects of new product development on the competitiveness level of firms by considering the innovations developed by IGDAS (Istanbul Gas Distribution Industry and Trade Incorporated Company). The global competitiveness level of the companies mainly depends on their new product development capability and capacity. Firms' competitiven ess level improves as long as successful new product developments occurs. Main findings of the study prove that new product developments in İGDAŞ decreases costs, increases efficiency, competitiveness and profitability level of the firms.