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MAXIMIZING PRODUCTIVITY IN PRODUCT …

Compliments of: Stage-Gate International and PRODUCT Development Institute Inc. This article was published by Research-Technology Management Volume 51, No. 2, March-April 2008 For information call +1-905-304-8797 MAXIMIZING PRODUCTIVITY IN PRODUCT innovation Dr. Robert G. Cooper and Dr. Scott J. Edgett PRODUCT innovation Best Practices Series Reference Paper # 28 PRODUCT Development Institute Inc. 2000-2014 PRODUCT Development Institute Inc. and Stage-Gate ar e registered trademarks. Logo for PRODUCT Development Institute Inc. used unde r licen se by Stage-Gate International. Logo for Stage-Gate used under license where appropriate. 2 MAXIMIZING PRODUCTIVITY IN PRODUCT innovation OVERVIEW: Recent evidence suggests that PRODUCTIVITY in new PRODUCT development (NPD) is declining; that is, we are seeing less output (measured in terms of impact on the business) for the same relative spending level.

3 MAXIMIZING PRODUCTIVITY IN PRODUCT INNOVATION Scott Edgett is CEO and co-founder of the Product Develop-ment Institute and Faculty Scholar with ISBM at …

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