L 3 NPD process Case Northern Telecom

L 3 NPD process Case Northern Telecom - Strong market...

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Case: Northern Telecom (B): The Norstar Launch
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Discussion Questions 1. Describe the NPD process for Norstar. How is the Stage-Gate system applied here? 2. Compared to the Vantage process, what made Norstar a success? What general principles, if any, can be gained from examining this experience?
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What Happened? Market share 1987 1992 Canada 27% 60% U.S. <1% 15% U.K. - 40% Global <1% 12%
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Key Takeaways Build-in Success Factors of the Stage-Gate System
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Stage-Gate NPD Process Stage 1 Gate 2 Gate 1 Idea Stage 2 Gate 3 Preliminary Investigation Stage 3 Gate 4 Stage 4 Gate 5 Stage 5 PIR Ideation Detailed Investigation (Build the business case) Development Testing & Validation Market launch Initial Screen Second Screen Decision on business case Post- development Review Precommercialization Business Analysis Post- implementation Review
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Key Takeaways Build-in Success Factors of the Stage-Gate System Multifunctional team approach
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Unformatted text preview: Strong market orientation Fast-paced parallel processing Quality of execution Clear project definition Sharper focus, better prioritization The role of marketing Understanding customer needs Marketing is in each step of the new product process Marketers are key participants of the new product team Market segmentation and target market Key Takeaways Customers not only include end users but often also resellers/distributors Key Takeaways The role of manufacturing Design Cost Cycle time flexibility Key Takeaways Different elements of the marketing strategy often influence each other in a product launch. For example, promotion program often needs to consider the distribution system and market position. Key Takeaways...
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L 3 NPD process Case Northern Telecom - Strong market...

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