Introduction

In the name of Allah, Most Gracious, Most Merciful
Product development involves complex relationships between what market wants and the technology available. A highly technologically based firm can enjoy a competing advantage over the rest of firms in the industry. The firm will also benefit tremendously from the research and development more than smaller competitors who cannot fund research and development. Innovation and knowledge networks are one area that is vibrant in shaping the direction of market and the firms (Zhang, Benedetto and Hoenig, 2009).

Product innovation performance is seen as the market reward for new product in terms of profits and sales (Zhang, Benedetto and Hoenig, 2009).

New product includes completel new products, product line, modifications and derivatives (Li and Atuahene-Gima 2001, cited in Zhang, Benedetto and Hoenig, 2009). Every day firms and business engage in producing new products to meet the market demand and satisfy customer’s needs and values. The main function of marketing is to deliver value to the customer. This activity can best be done via delivering a new product experience to the customer. Thus, a business might not be focusing on the product but experience of buying the product which in the flow commencing before buying the product, during and after purchased has taken place. The challenge to the marketer therefore is to identify the experiences of the customers attached to the product. This is true because different customers will have different experience about same product. Realizing the differences in experience will be very essential for the marketer in particular and the organization in general.