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| Author: | Walsh, W. J. |
| Title: | Get the whole organization behind new product development |
| Journal: | Research Management
1990 : NOV-DEC, VOL. 33:6, p. 32-36 |
| Index terms: | NEW PRODUCTS PRODUCT DEVELOPMENT BUSINESS FAILURES MARKET POTENTIAL MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | Nine out of ten new product developments end up as failures. This outcome obtains despite the efforts most American companies have expended to improve new product quality and shorten development times. By "failures" are meant not so much gross technical failures as those "soft", insidious shortcomings that sap the new product development of its full financial and market potential. Organizationally-driven product development is built around four basic concepts. 1. A holistic philosophy of new product development. 2. Date making and date keeping. 3. Individualized commitment based on education and training. 4. Program control by means of a new product integration manager. |
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