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Chapter 2: The New Products Process
- The overall new products process-that combination of steps/activities/decisions/goals, and so on that, if performed well, will churn out the new products the organization needs.
- The process is not over when the new product is launched. It ends when the new product is successful, usually after some in-flight corrections (such as with the special in-store display piece).
- Basic New Product Process (some firms refer to it as a stage-gate process):
o Opportunity Identification and Selection
o Concept Generation
o Concept/Project Evaluation
o Development
o Launch
- Advantages of this process:
o Improvement in product teamwork
o Less rework
o Greater success rate with new product
o Earlier identification of failures
o Improved launch
o 30% shorter cycle times
- Overlapping phases occur in the process because there is much pressure for firms to accelerate time to market for new products.
- Product development is a multifunctional program, where all functions work together as a cross-functional team to accomplish the required tasks.
- Phase 1: Opportunity identification and selection
o Ongoing marketing planning
o Ongoing corporate planning
o Special opportunity analysis
- Opportunities identified for the activit ...