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| Author: | Valentino, D. Christ, B. |
| Title: | Teaming up for market: cheaper, better, faster (!Radio Corporation of America) |
| Journal: | Management Review
1989 : NOV, VOL. 78:11, p. 46-49 |
| Index terms: | COMPETITION PRODUCT DEVELOPMENT NEW PRODUCTS ORGANIZATIONAL DEVELOPMENT CORPORATE CULTURE MANAGEMENT SYSTEM |
| Language: | eng |
| Abstract: | RCA knew it was in a horse race with its Japanese competition. The first firm to reach market with the new product would win a critical advantage. Doing things better and cheaper is no longer enough. Some companies attack the problem bit by bit. Others engage all of the functional units that help to get a product to market while simultaneously addressing questions of organizational structure, training, technology and systems. For RCA Consumer Electronics Division the latter approach produced impressive results: a 50 percent cut in the product development cycle accompanied by lower development costs and significant improvements in product quality. The necessary changes in corporate culture are discussed. The costs and the management requirements are assessed. |
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