It is common that most organizations use new product development (NPD) to increase growth and profitability. However, according to Robert Cooper, of McMaster University and New Product Development Institute in Ontarion, Canada, only 1 in 7 products are realized. The reason mainly due to poor practices. Companies such as P&G, J&J, HP and Sony practice a disciplined, systematic approach to consistenly achieve success in NPD. There are 4 forces that contribute to the success:
- A product innovation and technology strategy for the business
- Resource commitment and focusing on the right projects, or solid portfolio management
- An effective, flexible and streamlined idea-to-launch process
- The right climate and culture for innovation, true cross-functional teams, and commitment of senior management to NPD
In order to achieve the best out of NPD, companies need to pay focus on their customers, identify needs and problems based on customer.
The best practices for successful NPD: align projects and resources with business strategy, focus on customer needs when identifying potential projects/products, and assign project managers to lead the projects.
Source: Information Technology Project Management by Kathy Schwalbe