Factors that influence new product development decisions in the textbook publishing industry: The case study of the Kenya literature bureau

Abstract

This study investigated the factors that influence new product development (NPD) decisions in the textbook publishing industry with special reference to Kenya Literature Bureau (KLB), a governmental profit-oriented institution. The problem statement revealed that several factors influenced new product development decisions in the textbook publishing industry. The study was exploratory in nature and used case study research design to establish factors that influence new product development. To investigate these factors and their degree of influence, the researcher administered a total of 50 questionnaires to KLB staff after which the information extracted. Data was analyzed using the Statistical packages for social sciences (SPSS) software and presentations were done using tables and pie charts where appropriate. The research results revealed a number of factors that not only influence new product development in government publishing institutions but also in other publishing firms. Such factors as governmental policies, technological advancement, frequent review of curricula and changes in readership patterns were found to have significant influence on new product development in text book publishing. Consequently, this study has made several recommendations about managing such factors to stakeholders and researchers based on the findings of the study. This report shows a need for review of governmental policies to streamline text book publishing in Kenya to meet market needs. If publishers were allowed to research and develop new textbooks to meet advanced market needs without having to rush to revise their books to fit government requirements in syllabus review, students would be kept abreast with the today’s advancements in education.