Mkt 300 Ch.9 pg. 268-283

Mkt 300 Ch.9 pg. 268-283 - Mkt 300 Ch. 9 pgs. 269 - 286 - -...

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Mkt 300 Ch. 9 pgs. 269 - 286 - New product development must be customer centered. Needs to start and end with solving customer problems. - Some companies use sequential product development approach. It is a orderly step by step process and can help bring control to complex and risky projects. It can also be very slow. - A faster option is to use team based new product development. Under this approach, company departments work closely together in cross-functional teams, overlapping the steps in the product development process to save time and increase effectiveness. Instead of passing the new product from department to department, the company assembles a team of people from various departments that stays with the new product from start to finish. It sometimes creates more organizational tension and confusion than the more orderly sequential approach. - The new product development process should be holistic and systematic rather than compartmentalized and haphazard - The innovation management approach: appoint a respected senior person to be the
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This note was uploaded on 12/18/2011 for the course MKT 300 taught by Professor Barnes during the Fall '08 term at Wisconsin.

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Mkt 300 Ch.9 pg. 268-283 - Mkt 300 Ch. 9 pgs. 269 - 286 - -...

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