Abstract: New Product Development (NPD) plays a vital role within the context of operation management. Businesses must continuously enhance their products design, enrich products market value and improve products quality in order to stays competitive in the market. Hence, this research aims to analyze NPD implementation effectiveness within a R&D based organization with the ultimate objective to identify the potential NPD improvement areas within the context of operation management. Data collected from quantitative surveys was analyzed via descriptive analysis tools. Analysis results suggested that NPD processes that perceived by management team as important were not translated into actions by operational staff. The research outlined a step by step process on identification of importance level, implementation level and implementation effectiveness of NPD processes. The methodology proposed in this research carries a value for the identification of operation management improvement opportunity.