New Product Development (NPD)
6 important questions on New Product Development (NPD)
The role of marketing in NPD (state-gate model)
- Technical activities
- Market activities
What are the benefits of having gates in the NPD process?
- Prevent spending money on failing projects: mortality curve
- A way of structuring chaos: everyone has the same expectations
- Create efficiency and speed
What would be the straw backs of stage-gate models?
- No flexibility of strict criteria and evaluation
- Limit learning, which reduces market performance
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
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What is process control? (in the stage-gate models)?
What is output control (in the stage-gate models)?
What are success factors in NPD?
- Product: product advantage, meets customer demand, price, high/low tech, newness
- Strategy: marketing/technological synergy, order of entry, HR/R&D/company resources
- Process: speed, proficiency in predevelopment/technology/marketing launch, market orientation, customer input, cross-functional integration, top management support
- Market: competition, market potential, uncertainty, dynamism
- Organizational: size, centralization, formalization, climate, role champion, external relations
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
