New Product Development & Market Launch Essentials
Key Concepts in Product Development
What is the Most Expensive Stage of New Product Development?
Product commercialization often turns out to be the most expensive and risky part of the new product development process due to the financial commitments to both production and marketing once the go-ahead is given.
Understanding Strategic Givens in Product Launch
Strategic givens are strategic decisions that may have already been made before the strategic launch planning begins.
Types of Strategic Platform Decisions
- Permanent: "We are in to stay."
- Permanent, but as a Bridge to Other Items (Platform Strategy): "We are in to stay if we meet our goals."
- Temporary: Given firms’ tendency to develop streams of products, more and more new products are actually