The objective of the research was to develop a framework of New
Product Development Process (NPDP) for commercial organizations,
which enhanced the probability of commercial success. The
limitations of the existing NPDP frameworks stemmed from the
assumption that satisfaction of consumer needs would translate into
demand for the product. Similarly, the assumptions of rational
choice and information based decision making by consumers, did not
hold. The literature in the area of psychology suggested that under
condition of risk and uncertainty, the construct of trust became
operational and might have applications in improving the rate of
commercial success of NPDP frameworks. A trust based innovative new
product adoption framework was developed and empirically tested.
The results indicated that overall trust in the new product offer
did explain the purchase intention of the consumers. The study also
indicated that the overall trust was formed by the disposition to
trust commercial communication, trust based on direct experiences
and vicarious learning. Thus the challenge based NPDP framework was
improved by incorporating the measures to build consumer trust.
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