The new product process: an empirically‐based classification scheme

The new product process: an empirically‐based classification scheme New product successd is largely determined by the way a firm conceives, develops and commercializes a new product—the new product process. Traditionally, the new product process is portrayed as proceeding in an orderly, stepwise fashion from product idea to launch. This article reports the results of a research study whose purpose was to uncover what actually occurs during the new product process. Fifty‐eight case histories were obtained from industrial product firms, and their process flow charts analyzed using a novel comparison method. No two projects were found to follow the identical process, and seven distinct types of processes were identified. Several of the processes were found to yield generally inferior results. The “best’ process, in terms of success versus failure and overall program performance, featured a balance between marketing oriented and technically oriented activities, and was characterized by a large number of varied steps in the process. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png R & D Management Wiley

The new product process: an empirically‐based classification scheme

R & D Management, Volume 13 (1) – Jan 1, 1983

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Publisher
Wiley
Copyright
Copyright © 1983 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0033-6807
eISSN
1467-9310
DOI
10.1111/j.1467-9310.1983.tb01124.x
Publisher site
See Article on Publisher Site

Abstract

New product successd is largely determined by the way a firm conceives, develops and commercializes a new product—the new product process. Traditionally, the new product process is portrayed as proceeding in an orderly, stepwise fashion from product idea to launch. This article reports the results of a research study whose purpose was to uncover what actually occurs during the new product process. Fifty‐eight case histories were obtained from industrial product firms, and their process flow charts analyzed using a novel comparison method. No two projects were found to follow the identical process, and seven distinct types of processes were identified. Several of the processes were found to yield generally inferior results. The “best’ process, in terms of success versus failure and overall program performance, featured a balance between marketing oriented and technically oriented activities, and was characterized by a large number of varied steps in the process.

Journal

R & D ManagementWiley

Published: Jan 1, 1983

References

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