Transcription of The seven principles of the latest Stage-Gate …
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The seven principles of the latest Stage-Gate …
18 MM March/April 2006 The seven principles of the latest Stage-Gate method add upto a streamlined, new-productidea-to-launch process . BY ROBERT G. COOPER you ever wondered whysome companies make productinnovation seem so easy gener-ating one big winner after another? Here isa startling fact: New-product development(NPD) productivity in the top performingcompany is five times what it is in theaverage company. The top performer getsfive times as much new-product output forthe same investment, according to theInnovation Excellence Study 2005conductedby Arthur D. Little (ADL). For the rest ofus, developing a steady stream of success-ful new products is a real Productivity GapsThe concept of productivity is simple:the most bang for the buck. In productdevelopment, it is output (new-productsales or profits) divided by input (researchand development or NPD costs and time). The ADL study provides insights intoNPD productivity by industry. It looks atoutput (five-year sales from new productsas a percentage of company sales) andinput (research and development spendingas a percentage of company sales).
18 MM March/April 2006 The seven principles of the latest Stage-Gate® method add up to a streamlined, new-product idea-to-launch process. BY ROBERT G. COOPER www.stage-gate.com
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