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Actually, it depends in what terms do you want superiority, long term or short term. If you need to be superior keeping the current scenario then you should use Market Penetration or Product Penetration strategies to get success or increase sales/revenues. But this must last for a short term period, you cannot survive always with your current products. Ultimately you need new development for a long term success otherwise you will be out of the game in next few years. So, it is a process for achieving your goals. Today, a product is newly developed but tomorrow it will be the current product and the cycle goes on and on.
ensuring the consistency of current product. Developments are part of systems that can be start on demand.
Your first focus should be on the consistency of your current products, once you achieve excellence and in a product life cycle achieve the "maturity" stage then you can go for NPD.
But don't let your self distracted, NPD and consistent quality of running products must go PARALLEL.
current products....this is a process been over n we are ready to us them practically on the other side development is not a complete process ,it always keep going ahead . that is must to occur but could n`t make superior at the moment but when get converted into finish ,yield a product ,which completely Rely on developments. makes us superior.
