New product development (NPD) in a social marketing and community development context: a case study

We provide a case study in new product (service) development (NPD) for social marketing undertaken specifically within a 'community development' context. Starting Points is a highly differentiated Australian not-for-profit early childhood parent development program targeting parents/caregivers of 0-4 year olds. The NPD process undertaken appears to have required significant adaptation from previously recognised models derived from different contexts. We conclude that in addition to elements of some established NPD models, successful social marketing NPD of this type requires analysis and utilisation of aspects of the social dimension, such as are available within 'markets-as-networks' thinking and practice, from the very beginning of the NPD process.