Date of Conferral
Doctor of Business Administration (D.B.A.)
Jill A. Murray
Some organizational leaders in emerging markets lack strategies for successful development of new products. By 2025, emerging markets will account for 50% of global consumption and represent significant opportunities for organizational leaders to steer their organizations toward market dominance. The purpose of this multiple case study was to explore the strategies that organizational leaders used to successfully develop new products. The target population comprised leaders of 3 organizations in Nigeria who have successfully developed new products. The conceptual framework for this study was the disruptive innovation theory. Data were gathered from semistructured interviews with the organizational leaders and review of company documents. Data analysis involved the compilation of data, coding to organize the data, identification of themes that emerged, and linking those themes with the research. Triangulation and member checking were used to help ensure the trustworthiness of interpretations. Four themes emerged from data analyses relating to strategies used by organizational leaders to successfuly develop new products: leadership and business models, organizational structure and culture, target population and market needs, and affordability. The implications of this study for positive social change include the potential to improve the standard of living in Nigerian communities, which might enhance the participation of the rural people and local businesses in the global economy. Furthermore, the findings of the study may provide knowledge for organizations to become more profitable in emerging markets.
Azigbo, Uloaku Kelechi, "Strategies for New Product Development in an Emerging Market" (2019). Walden Dissertations and Doctoral Studies. 6752.