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| Author: | Silvester, K. J. |
| Title: | PERSPECTIVE: Integrated Market-Immersion Approach to Teaching New Product Development in Technologically- Oriented Teams |
| Journal: | Product Innovation Management
2002 : JAN, VOL. 19:1, p. 18-31 |
| Index terms: | NEW PRODUCTS DEVELOPMENT INNOVATION |
| Language: | eng |
| Abstract: | This article presents a market immersion methodology for teaching NPD in technologically-oriented teams. This methodology was developed during the early 1990s at the Lally School of Management and Technology of Rensselaer Polytechnic Institute. Since then, it has been successfully utilized to train in excess of one hundred MBA-level student teams. The NPD course is taught by a 5-member cross-functional team of faculty with backgrounds in marketing, manufacturing operations, and accounting. The course is modeled on Cooper's stage gate process, and the course is designed to provide a combination of classroom and apprenticeship experiences. The 6-credit, year-long course requires students to work in self-directed teams of approximately 5 to 6 members. |
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