Transcription of ACCELERATED PRODUCT DEVELOPMENT ... - Strategy 2 Market
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ACCELERATED PRODUCT DEVELOPMENT ... - Strategy 2 Market
173 CHAPTER TWELVEACCELERATED PRODUCT DEVELOPMENT :TECHNIQUES AND TRAPSP reston G. IntroductionMany managers approach rapid PRODUCT DEVELOPMENT with unrealistic, dis-torted, or unclear objectives, so they are disappointed with the resultsthey achieve. This chapter clarifies objectives, frames the capabilities and skillsneeded, and discusses pitfalls that have misled many managers in their searchfor DEVELOPMENT is such an alluring goal that providers of various techniquesoften list faster DEVELOPMENT as one of their technique s benefits. They are par-tially correct, but their technique may not speed up the aspect of developmentthat you need. Also, many of the other chapters in this book provide the basicingredients of rapid DEVELOPMENT , but they must be adapted in certain ways toprovide significant improvements in speed. The goal of this chapter is to enableyou to become a smart shopper for ACCELERATED DEVELOPMENT techniques andto read the rest of this book with greater sensitivity to the time-saving potentialof the tools it Time-To- Market Is Not FreeThe first trap that awaits you is to assume that faster DEVELOPMENT is alwaysdesirable.
174. The PDMA Handbook of New Product Development. greater development expense, a reduced product feature set, higher risk, or-ganizational changes and training, or staff burnout.
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