Chap 12 notes - ORGANIZING FOR NEW- PRODUCT DEVELOPMENT....

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O RGANIZING FOR N EW - PRODUCT DEVELOPMENT . Many give product-innovation functions to 1+ of: new-product committees, new-product depts., product managers, and venture teams. new-product committees: most common. Mostly review innovation plans. Experts in different areas of company. Decide slowly. Conservative views. new-product depts.: formally organized to generate & refine ideas. Responsible for all phases of product managers: same thing as a brand manager. Supports marketing strategies or product or line. Set prices, ads. & work w/sales reps. Don’t have profit/loss responsibility. Give individual attention for each product. Most modified or thrown away in favor of category management structure. venture teams: gathers specialists from different area of org to develop mew products. Temporary entity, but may span several years. Doesn’t end after every meeting. Communicates w/top managers, but functions as separate entity from the basic organization.
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This note was uploaded on 02/11/2012 for the course BUSINESS 363 taught by Professor Kazura during the Spring '11 term at Berea.

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Chap 12 notes - ORGANIZING FOR NEW- PRODUCT DEVELOPMENT....

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