The importance of new product development in Serbian small-scale manufacturing enterprises

Abstract

”Market pull” strategy is dominating in small scale manufacturing enterprises in the Republic of Serbia. The research whose results are presented in this work has determined the significance of this strategy from the aspect of developing new products. The strategy is reflected in close collaboration of enterprises and their customers, from the idea to the final product, including R & D activities. Beside customers, the main sources of ideas are: competitors and fairs. It has been also determined that marketing activities related to introduction of new products are limited and in comparison to the results from surrounding countries Serbia doesn’t lag behind. However, in order to improve the activities related to the development of new products in Serbian small-scale manufacturing enterprises we have suggested two strategies in this work: ”open innovation” in making closer collaboration with external knowledge sources and the creation of ”innovative networks” with partners in this concept usage. Limitations of this research are: weak feedback from respondents (the questionnaire was sent by e-mail), geographical limitations of the sample and the lack of homogenious sample group in the analysis of certain parameters.