New Product Development Failure in Osm Malaysia

The study attempts to investigate the cause of the new product development failure at OSM Malaysia (OSMM). The research identified five prominent variables which cause new product development failure. The Five factors are management style, technical expertise / knowledge, job stress level, project management skill and cross functional team support. This research use both primary and secondary data information to analyze the data findings. A self-administrated questionnaire with 32 questions was given to the respondents. The questionnaire used Likert scale range between 1 to 5 to determine the level or agreement of the respondent to the items listed. Management Style is the most influencing factor that causes the new product development failure in OSMM. While the technical expertise/knowledge shows a positive relationship, it is not statistically significant; hence this independent variable should not be neglected as well. Anyhow the research has also ruled out the job stress level, project management skills and cross functional team support towards the new product development failure as it has a negative direction and the strength of relationship is relatively weak. OSMM new product development failure can be improved if the management team pays attention to the management style which needs to be fine tune to meet current globalization market trends and needs. There are limited journals or researches that are published which have direct relevance to the new product failures in OSMM, other than that experienced delay in receiving the respondents reply to the questionnaire as it was done during working hours and most of employees' feedback for the delay was due to their workload.