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| Author: | Ding, M. Eliashberg, J. |
| Title: | Structuring the New Product Development Pipeline |
| Journal: | Management Science
2002 : MAR, VOL. 48:3, p. 343-363 |
| Index terms: | MARKETING NEW PRODUCTS INNOVATION R&D PHARMACEUTICAL INDUSTRY |
| Language: | eng |
| Abstract: | In many new product development (NPD) situations, the development process is characterized by uncertainty, and no single development approach will necessarily lead to a successful product. To increase the likelihood of having at least one successful product, multiple approaches may be simultaneously funded at the various NPD stages. The managerial challenge is to construct ex ante an appropriate NPD pipeline by choosing the right number of approaches to be funded at each stage. This so-called pipeline problem is also present in, among others, advertising copy selection and new products test markets problems. The authors describe here a normative model for structuring pipelines for such situations. |
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