Modified stage-gate: A conceptual model of virtual product development process

Nader Ale Ebrahim, Shamsuddin Ahmed and Zahari Taha

MPRA Paper from University Library of Munich, Germany

Abstract: In today’s dynamic marketplace, manufacturing companies are under strong pressure to introduce new products for long-term survival with their competitors. Nevertheless, every company cannot cope up progressively or immediately with the market requirements due to knowledge dynamics being experienced in the competitive milieu. Increased competition and reduced product life cycles put force upon companies to develop new products faster. In response to these pressing needs, there should be some new approach compatible in flexible circumstances. This paper presents a solution based on the popular Stage-Gate system, which is closely linked with virtual team approach. Virtual teams can provide a platform to advance the knowledge-base in a company and thus to reduce time-to-market. This article introduces conceptual product development architecture under a virtual team umbrella. The paper describes all the major aspects of new product development (NPD), NPD process and its relationship with virtual teams, Stage-Gate system finally presents a modified Stage-Gate system to cope up with the changing needs. It also provides the guidelines for the successful implementation of virtual teams in new product development.

Keywords: Modified stage-gate system; virtual product development; conceptual model (search for similar items in EconPapers)
JEL-codes: L1 L17 L2 L6 M11 M12 O1 O3 O32 P23 P24 P42 (search for similar items in EconPapers)
Date: 2009-02, Revised 2009-11
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in African Journal of Marketing Management 9.1(2009): pp. 211-219

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Related works:
Working Paper: Modified Stage-Gate: A Conceptual Model of Virtual Product Development Process (2009)
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:27043

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