One of the most critical steps in the process of innovation, or more precisely in the process of new product development (NPD) is the introduction of new products or services in the market (Trott, 2017). The NPD process has been studied frequently (Ragatz et al., 1997; Hultink et al., 2000; Rothaermel and Deeds, 2004). Thereby the exploitation (commercialization) part of the NPD process/innovation process seems to be less developed than the exploration (R&D) stage (Lee et al., 2010); the latter is about testing, launching, and marketing the new products (Tidd and Bodley, 2002). Additionally, existent research is still dominated by a developed economy perspective (Ernst et al., 2015), thus, the generalization of NPD findings is to some extent limited to the specific context of developed economies (Sok et al., 2016), which in turn is very likely to influence the NPD process undertaken (Wright et al., 2005). In the last decade, the study of innovation and specifically how it is practiced has been increased in emerging markets too (Subramaniam et al., 2015). Emerging markets account for more than half of the world’s population. Yet, having a closer look at the study of innovation in emerging economies, what is striking is a strong focus on the BRIC countries (Brazil, Russia, India, and China), China in particular (Subramaniam et al., 2015; Durst et al., 2017). Given these countries growth rates in recent years, this is comprehensible, but it also suggests that our understanding of innovation practices is one-sided and thus not generalizable. Given different business, institutional, and cultural contexts between countries (Kiss et al., 2012), one should take a broader perspective of this field. Even though emerging economies are difficult to define, according to Manimala and Wasdani (2015), there are certain characteristics such as underdeveloped institutions, personalized networks, and reluctant internationalization that are characteristics of these economies. In addition, different forms of instability relating to inflation rates, debt and currency affect emerging economies’ scope of action with regard to innovation (Brenes et al., 2016). Against this background, this paper joins the growing number of companies from emerging economies entering world markets (Fey et al., 2016) and investigates factors that affect the exploitation stage of the NPD process taking these firms’ perspective. By using primary data from Turkey, the paper contributes to the study of NPD from emerging economies other than China (Subramaniam et al., 2015) and India (Fey et al., 2016).