Published by:
Harvard Business Publishing
Length: 12 pages
Topics:
Product development; Product introduction
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Abstract
New product development is essential to revitalize companies. The process cannot succeed unless everyone contributes--general managers, marketers, engineers, designers, and manufacturing executives. A novel approach to facilitate this cooperation is the "new product development map," which gives managers a better sense of where to go by sharpening the picture of where they''ve been. A fictitious product line, Coolidge Corporation''s vacuum cleaners, is used to show how to construct a map and develop discussion around it.
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Abstract
New product development is essential to revitalize companies. The process cannot succeed unless everyone contributes--general managers, marketers, engineers, designers, and manufacturing executives. A novel approach to facilitate this cooperation is the "new product development map," which gives managers a better sense of where to go by sharpening the picture of where they''ve been. A fictitious product line, Coolidge Corporation''s vacuum cleaners, is used to show how to construct a map and develop discussion around it.