An organization design for new product development of a packaging paper company in Thailand.

Abstract

The purpose of this research is to determine the organization design for new product development affecting Thai organizations to become an innovative organization with effectiveness of alignment of marketing, production and R&D. The information and data are studied and gathered through the literature review to find key factors affecting new product development process and interview with the top management of production units. This paper uses a qualitative approach and interviewing a group of managers and section managers in production line to find optimal R&D organizational model. The results this study shows pros and con of those three models of new product development organization; 1) centralized R&D 2) decentralized R&D and 3) hybrid models. Moreover, recommend new product development organization is considered and discussed in detail how this organization is able to manage and ramp-up production effectively of packaging paper manufacturer in Thailand.

KEY WORDS: Organization design / Centralized R&D model/ Decentralized R&D model / Hybrid R&D model