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| Tekijä: | Hise, R. T. McDaniel, S. W. |
| Otsikko: | What is the CEO's role in new product efforts? |
| Lehti: | Management Review
1989 : FEB, VOL. 78:2, p. 44-48 |
| Asiasana: | CHIEF EXECUTIVE OFFICERS INNOVATION NEW PRODUCTS MANAGEMENT ROLES MANAGERIAL ACTIVITIES |
| Kieli: | eng |
| Tiivistelmä: | The nature of new product planning and development (NPPD)efforts is highlighted. The results of an analysis of 183 Fortune 1,000 companies are described. It was found that the chief executive officer (CEO) is a key player in the NPPD process. The CEO should have a proper new product philosophy. The main components of this philosophy are listed and discussed: innovative strategy, continuous product development, time consciousness, departmental integration, the understanding that new products are costly as well as that new product failures are inevitable. CEO's decision on new product strategies is examined. The problem of how new product success should be evaluated is discussed. The CEO's involvement in NPPD is considered. |
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