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

Key messages

Strategic new product development (NPD) is central to the survival of many companies and gives direction to future innovative activities. Based on the research in Module I, a learning resource has been developed with focus on the process from idea generation to product commercialization. It also describes how NPD ideally combines both marketing strategy and technical development and how this process can be controlled.

Pork product quality is important to consumers. Their expectations of quality are based on cues such as price, brand and information about process attributes. Taste, tenderness, healthiness and convenience, for example, are further important quality attributes that cannot be inferred before actual consumption. Today's consumer pays great attention to good health, convenience, sustainability and ethics. Consequently, these trends are included as case studies in the learning resource 'Strategic New Product Development'.