Cognitive maps to analyze new product development processes: a case study

A few methods have been proposed in the literature to identify and address problems that arise during New Product Development (NPD). In this paper, cognitive maps are used to investigate such problems. In particular, the development of four new sofa models as performed in a company working in Southern Italy is studied. Based on direct observations and interviews with actors involved in the process, maps depicting the entire development process and the four examined cases are developed and analyzed. The analysis results show that some interpretative and cognitive issues are mainly responsible for the problems caused in NPD. Moreover, cognitive maps reveal a powerful tool to analyze and study the NPD process.