According to the Software Engineering Institute at Carnegie Mellon University, a
sequence of steps performed for a given purpose. A
integrates people (with skills and
motivation), tools, tasks, and procedures (which defines the relationship of tasks).
This chapter is devoted to the process of product development. The various phases of
product development are discussed. Guidelines for the key tasks of new product development
are also presented, including the content of key documents and the roles and responsibilities
of core team members. Because of their unique characteristics, additional sections are devoted
to a discussion of new process and new software development.
A brief review of selected product development processes that are reported in business lit-
erature and practiced by leading global companies is presented in Section 5.2. Subsequently the
recommended process for development and commercialization of a new product (PDCP)
based on cited best-known methods and the author’s experience is outlined. [
Belliveau and Griffin (2002),
and Belliveau, Griffin, and Somermeyer (2004)
for additional information.] Chapter 5 concludes with sections discussing product release and
life cycle change management.
A product development process is comprised of several distinct phases (E&F, alpha, beta,
and gamma). Each phase accomplishes an important objective toward an end goal of commer-
cial success, and the roles of key players change during each phase change, including market-
ing, engineering, manufacturing, suppliers, and management. (The goals of a product
development process are discussed in Chapter 4. Figure 4.1 provides metrics that can be used
to measure the effectiveness and efficiency of a product innovation, development, and com-
PDCP implementation methodology is strongly dependent upon the type of product that
is being developed. A process can be sequential, with clear gates for exiting one phase and start-
ing a new phase, or a process can be flexible and iterative, with overlapping phases. (See Section
5.8 for a discussion of the phases of PDCP.) Product types and the market conditions in which
one implementation approach is more appropriate than another are also discussed.