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Table of Contents
EXECUTIVE SUMMARY i
PRODUCT 1
The new product process 1
1.1 Stages in the new-product process 1
New product strategy development 2
Objectives of the stage 2
Identify Markets and Strategic Roles 2
Cross-functional teams 2
Idea generation 3
Customer Suggestions 3
Employee and Co-worker Suggestions 3
Research and Development Breakthroughs 4
Competitive Products 4
Screening and evaluation 5
Internal Approach 5
External Approach 6
What did the P&G at this stage? 6
BUSINESS ANALYSIS 8
What did P&G at this stage? 9
Product development 10
What did P&G at this stage? 12
Market Tests 14
Test Marketing 15
Simulated Test Markets 16
When Test Markets don’t work 16
What did P&G at this stage? 17
Commercialization 19
Increasing the Success Rate of New Products 20
The Risks ...