Product innovation and management in a small enterprise

Purpose – This paper aims to describe a product innovation and management approach that is in use by one small enterprise that may be of value to others. Design/methodology/approach – The case describes an approach to new product development and management. The organization's original name as well as individual managers' names have been changed at its request. Findings – The paper provides information and action approaches to new product developers in small organizations. Often smaller organizations lack the resources to approach product innovation and management in a systemized way. The small organization featured was able to innovate systematically despite a very small level of resources. In addition, it was in a position to perform product management when the situation warranted. Their results offer implications for new product development and management teams in other small to medium‐sized enterprises (SMEs). Research limitations/implications – As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn in the case may have limited applicability. Practical implications – The case depicts the process that one small firm used to innovate. It lacked frills and complexity but worked effectively. Originality/value – The case describes an intuitive approach to innovation born of great experience with the benefits of a product. It illustrates that the truest description of the voice of the customer comes from the customer himself.