New Product Development Processes

Toyohiro Kono and Leonard Lynn

Chapter 3 in Strategic New Product Development for the Global Economy, 2007, pp 46-78 from Palgrave Macmillan

Abstract: Abstract The successful development of different types of products requires that different NPD processes be used. Some products, for example, are technology intensive, such as copiers and pharmaceuticals. Some are market intensive, but in markets where consumer preferences are relatively stable, such as cosmetics and mayonnaise. And for some products, consumer preferences are crucial, but are highly dynamic. An example is fashionable women’s clothing. The successful development of new technology intensive products requires considerable technological testing. With market intensive products extensive market testing is needed. And, when the product involves a high level of demand uncertainty, it is necessary to use a trial and error experimental approach involving several cycles of short production runs and dynamic market feedback.

Keywords: Product Development; Project Team; Product Development Process; Product Concept; Concurrent Engineering (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59938-3_3

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DOI: 10.1057/9780230599383_3

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