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

Gate 4: Go-no go testing

At this gate you check progress and see whether the product continues to be attractive.

You need to make sure that the product has been developed according to the defined specifications. The most frequently used criteria here refer to product quality, performance and technical feasibility.

In addition, budgeting considerations also play a major role. The preceding NPD steps may have required higher investments than expected. Consequently, sales and profit objectives may need to be revised. This finally affects the scale and detail of product testing.

The product's attractiveness must again be assessed in terms of financial objectives and market acceptance using the new data available.

Make sure that the testing and validation plans are adequate and clarify final problems and ambiguities about the product.