Strategic new product development

Table of Contents

1. Introduction
   1. Objectives
   2. Learning goals
   3. Teacher page
2. Company strategy
   1. Corporate mission
   2. Business example: Mission
   3. Corporate strategy
   4. Strategic planning process within business units
   5. Business example: strategy
   6. Four examples of new strategies
   7. Exercise: What is your company's strategy?
   8. Summary
3. Introducing the NPD process
   1. Innovation and innovativeness
4. Idea stage: discovery
   1. About ideas and creativity
   2. Sources for new ideas
   3. Four examples of idea generation
   4. Stimulating ideas
   5. Summary
5. Gate 1: Idea screening
6. Stage 1: Scoping
7. Gate 2: Second screening
8. Stage 2: Build the business case
   1. Concept development
   2. Concept testing
   3. Four examples of concepts
9. Gate 3: Go-no go development
10. Stage 3: Development
11. Gate 4: Go-no go testing
12. Stage 4: Testing and validation
13. Gate 5: Go-no go launch
14. Stage 5: Launch
15. Gate 6: Post-launch review
16. Completion
    1. Comments
    2. Self-assessment
    3. Key messages
    4. Further reading
    5. Evaluation

Teacher page

Training employees in industry

• First, with your employees in groups, ask them to describe individually their process for new product development and give them a chance to comment on their process.
• Give them time to work on the content of this resource (preferably over one or two weeks) and to post their thoughts on the comments page.
• Discuss how each of the steps in the process can be improved at their production plant, taking into consideration the specific circumstances and challenges.

Teaching students in higher education

• First, visit a food enterprise and talk to employees responsible for the NPD process.
• Give the students time to work on the content of this resource (preferably over one or two weeks).
• In parallel, let them work on a case study. The task is to develop a new product for a specific target group at the request of a specific food enterprise. The case study should be detailed and relevant to the target group.
• Ask the students to present the results of the case studies orally in groups, with each student giving and receiving feedback.