A STUDY ON NEW PRODUCT DEVELOPMENT AND MARKET ENTRY

New Product Development (NPD) and market entry strategies are essential for organizations seeking to remain competitive and achieve sustainable growth. With rapid technological changes, evolving consumer preferences, and intense market competition, firms must continuously innovate and introduce new products effectively. This study explores the key stages of NPD and examines how firms select appropriate strategies to enter new or existing markets. It highlights the interdependence of product innovation, market research, competitive analysis, and strategic decision-making. By combining theoretical insights with practical perspectives, the study aims to identify the critical success factors that influence the acceptance and performance of new products. The findings provide valuable guidance to businesses aiming to strengthen their innovation capabilities and design efficient market entry strategies.