Transcription of STRATEGIES FOR NEW PRODUCT DEVELOPMENT
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STRATEGIES FOR NEW PRODUCT DEVELOPMENT
C. MERLE CRAWFORD STRATEGIES FOR NEW PRODUCT DEVELOPMENT Guidelines for a critical company problem C. Merle Crawford is a faculty member at the University of Michigan. In spite of much evidence of its success, many managers hesitate to establish a policy for new PRODUCT DEVELOPMENT . Their indecision often arises from two reasons: they fear that a defined strategy may discourage innovation and they are uncertain how to formulate a new PRODUCT strategy . The author of this article discredits the former notion and, in reply to the latter, proposes the guidelines for developing such a statement. As new products are essential to the continued success of most firms, the strategy must exist and must be operant if the firm is to avoid wasted time, effort, and money as well as employee con- fusion and discouragement.
developing such a statement. As new products are essential to the continued success of most ... managerial tool-what I call a New Product Development Strategy Statement. They have formed convictions concerning new products that seem most appropriate for their respec- ... technical leadership, and risk taking. 2. Follow the leader.., based on ...
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