New product development risk management : start-up success in digital economy
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Abstract
This academic paper has the objective of Start-UP alertness to the importance of new product development (NPD) risk management which is increasingly important in digital economy. In particular, resent research shows Start-UP fail about 90%. In addition, Entrepreneurship of Thailand lack of Innovation. So, it’s important to accelerate development the capability of creating Innovation for competitive advancetace of Start-UP. Even though, NPD always has constanly during the time but it fails because NPD risk. There are significant risks effects the NPD success of Start-up are four key risks on NPD are technological, organizational, marketing and financial risk.
In addition, this academic paper contributes to apply COSO - ERM 2017 framework for NPD success. Also, this academic paper contributes to the framework for further research to apply COSO - ERM 2017 in–depth studies for the sustainable Start-Up Thailand.
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