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

Company strategy

Welcome!

This first lesson will give you an insight into the meaning of company strategy. You will also understand how strategy influences new product development within a company.

The intention of this learning resource is to give you:

• an understanding of the concept
• as clear information as possible about your own company strategy, and
• an understanding of how your own company's strategy will affect new product development.

Development and change are natural in companies that want to grow and achieve a strong position in the market. Much of the value of a new product depends on how well it supports the company's other operations. Does it fit in with the range of other products? Is it compatible with any of the trademarks that are already well recognized? And - perhaps the most important of all - does it comply with the strategy the company has? All companies, big and small, need a strategy in order to change and develop.