Sales capability creation during new product development – early involvement of sales

Purpose This study aims to focus on creating sales capability as part of new product development (NPD). The aim is define generic requirements for building a NPD and propose necessary process by defining key activities readiness. Design/methodology/approach An inductive qualitative research method was used construct creation based current state analysis in seven companies. Findings results indicate that the status companies’ sales-related planning varies during NPD, related are not systematically managed. Considering early enable smooth cost-efficient start sales, avoid unnecessary delays problems other functions. At same time, companies recognise need improvement. Originality/value paper presents potential including systematic conjunction with development, which novel literature. proposed applicable aligning industrial company needs.