Kailash Nath Sharma, Devapriya, Lotriet, Ronnie
Abstract
This study examines New Product Development (NPD) strategies among Small and Medium Enterprises (SMEs) in South Africa’s retail sector, a market characterized by intense competition and rapidly changing consumer preferences. Employing a qualitative design, semi-structured interviews were conducted with 20 SME suppliers associated with a major South African retailer, with the sample size determined by thematic saturation. Anonymity and ethical guidelines were strictly maintained. Thematic analysis revealed key internal and external factors influencing NPD success and failure, including competitive pressures, resource limitations, regulatory challenges, shelf space constraints, and infrastructural issues like power outages. Importantly, SMEs have adopted adaptive strategies such as benchmarking, leveraging global trends, forming private-label partnerships, and integrating hybrid Agile-Stage-Gate models to accelerate innovation while maintaining control. These findings provide valuable insights into overcoming challenges in emerging market supply chains and offer practical guidance for SMEs aiming to enhance their product development processes in dynamic retail environments.