What has happened up to this point, and what is going to happen from now on.
The NPD Process is that combination of steps/activities/decisions/goals, etc., that, if performed well, will churn out the new products the organization needs.
“It Doesn’t Work That Way”
“It Doesn’t Work That Way in our firm.” A very common comment.
You don’t have to follow the procedure described in this book in totality – follow the steps you need to follow; tailor it to your needs.
The following story introduces the NP Process.
Betty Wall has been covering a sales territory in omni Manufacturing Company’s college market for three years, selling, among other office supplies, a line of highlighting products. They were the usual collection of colors, widths, sizes, and shapes. This was an important market for Betty's firm, and Omni shared the lead with Trion, Inc. But Betty knew the market was mature, the life cycle far past the dynamic growth stage with no real excitement for several years. Moreover, she had heard from the purchasing agent at Kinsville College that Trion was developing a new concept in highlighters. Apparently, it involved a clear liquid that reacted with ink to give each letter a broader, deeper, and shinier appearance. Trion was having trouble with the concept, but Betty was worried about her commissions from the Omni line.
So, she called David Raymond, the newly appointed product manager for office supplies, and told him her story and her fears. David asked the market research department to make a quick scan of the highlighter situation-sales, shares, profits, rumors of innovation, and so on. Sure enough, the market was very mature, competitors and customers were complacent. Market research also uncovered the Trion test product, which sounded impressive.
David then discussed the situation with the vice president of marketing, who agreed there was a significant threat to the cash flow from office supplies. When Omni's... [continues]
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