A Team Approach to New Product Development

Proposes a new product implementation process which is designed to reduce the risk inherent in new product introductions in consumer markets. Defines the stages of this process as idea generation, idea screening, conceptual development and testing, business analysis, product development, test market...

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Bibliographic Details
Published inThe Journal of consumer marketing Vol. 6; no. 4; pp. 5 - 14
Main Authors Bingham, Frank G., Quigley, Charles J.
Format Journal Article
LanguageEnglish
Published Santa Barbara MCB UP Ltd 01.04.1989
Emerald Group Publishing Limited
Subjects
Marketing
Markets
Processes
Product development
Product introduction
Risk
Strategic planning
Teamwork
Technology
Test markets
Markets
Teamwork
Product introduction
Technology
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Summary:Proposes a new product implementation process which is designed to reduce the risk inherent in new product introductions in consumer markets. Defines the stages of this process as idea generation, idea screening, conceptual development and testing, business analysis, product development, test market, and product introduction. Concludes that this process differs from previous models in suggesting a team be created to manage the development, speeding up the tasks in each stage.
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ISSN:0736-3761
2052-1200
DOI:10.1108/EUM0000000002557