New Product Development: The Perspective of SMES in Malaysia

Small Medium Enterprise (SMEs) are growing rapidly in Malaysia and the backbone of economic growth. Until today, there more than 1 million SMEs company registered. The purpose this research is to determine best competitive forces practices New Product Development (NPD). Porter’s Five Forces Theories or dimensions have been used which effective for new product development. targeted population was top level SME companies Southern Region they producer food beverages. Data collected from 40 managers selected using quantitative method. findings revealed that NPD practice commercialization, while sales threat substitutes. owners recommended transform their marketing strategies innovation achieve target success future.