New product development and introduction (NPDI) is probably the most important process for many companies, but also one of the least understood. While NPDI is responsible for revenues, few companies assign an owner for the whole process. Instead, it is usually driven through a series of functional “silos,” causing delay—and the loss of the original market requirements.
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are complete, stability is restored. NPDI can create change on a number of levels, including: Incremental product changes, which may have minimal impact on sourcing and manufacturing, but may entail a new marketing program New product introductions, which may require significant market research and engineering and entail more significant changes in sourcing and manufacturing, as well as a major marketing program New category introductions, which entail all of the above plus dealing with the risk of