Contractual new product introduction : framework for customer and service provider collaboration

Abstract

PURPOSE: The purpose of this paper is to introduce a cooperative approach to Contractual New Product Introduction (CNPI), a process by which outsourcing companies launch new products on behalf of their customers. While new product development is widely covered in existing literature, the specific context of outsourcing organisations and the contractual introduction of new products has received limited attention. This research addresses this gap, highlighting the strategic importance of CNPI in fostering long-term customer relationships throughout the product life cycle.

DESIGN/METHODOLOGY/APPROACH: The study is based on a systematic literature review combined with the authors’ extensive practical experience in outsourcing environments. The research synthesises insights from both closely related and peripheral domains to form a comprehensive understanding of CNPI. A conceptual model is proposed to guide practitioners and researchers in structuring and executing the CNPI process effectively.

FINDINGS: The paper identifies the need for a systematic framework tailored to CNPI and presents a conceptual model that promotes customer-centred decision-making and collaboration. It integrates all relevant phases—from concept design to production launchemphasising parallel workflows, continuous feedback loops, and cross-functional cooperation. The model outlines how service providers can align their structures and processes to meet future CNPI demands and improve business outcomes.

PRACTICAL IMPLICATIONS: The proposed approach offers actionable guidance for outsourcing companies, enabling them to streamline CNPI activities, reduce costs, and enhance stakeholder collaboration. The framework clarifies deliverables at each stage and supports more efficient execution of the new product introduction process. It also provides a foundation for identifying and addressing potential stakeholder concerns related to phase gate deliverables.

ORIGINALITY/VALUE: This study is among the first to explore CNPI from the perspective of outsourcing service providers with the customer as project initiator. The research delivers a novel conceptual framework that bridges gaps in current literature and practice. It contributes valuable insights into the organisational requirements and success factors essential for next-generation CNPI processes.