Overview

Companies across industries strive to innovate to develop new products and services to boost revenue growth and improve margins. But the success rate of new products is very low and organizations find it difficult to manage the cross-functional process of developing new products because of the complexity of the decisions involved. At the same time, there is little to differentiate among many high performing companies in terms of their product development capabilities. There is also a common belief that product development and innovation is an unstructured activity and cannot be bound by decision making discipline. On the contrary, companies that approach innovation and product development in a disciplined way, that plan their portfolio according to the needs of the business and that are strong in managing a network of collaborators tend to be successful. Conversely organizations that fail to synchronize decision making across functional boundaries also fail to reap benefits from the new products and services they introduce. The objective of this book will be to sensitize the readers to the different decisions which are involved at each stage of product/service development, to the interdependencies that exist between those decisions, and to the importance of ensuring that those decisions are made and implemented cross-functionally across the organization.

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9781606495681

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