Effect of Improvisation on Product Cycle Time and Product Success

Résumé du livre

For many years, the long established referral process for successfully developing and commercializing new products has been called a phased-review or "Stage-Gate" system. The purpose of this article is to test whether improvisation increases the odds of faster product launch and greater new product success throughout this process. Using a specially designed questionnaire, 392 NPD project managers were asked their opinion of their team's use of a phased-review process and improvisation on their most recently completed NPD project, as well as how fast they were in launching the new product and how successful the new product was in the market. There was agreement that a structured NPD process increases efficiency and improvisation, as well as the likely success of new products in the market.