Table of Contents:

Summary

This introductory chapter laid the groundwork for the rest of this book by highlighting the issues with new product failures and what process could be followed to reduce the risk of failure due to those causes. A risk of failure remains whether the process outlined here is followed or not, but it will be reduced if more reliance is placed on data analytics, the foundational part of the new product development process illustrated in Figure 1.3. The five parts of the process are developed in more detail in the following five chapters, each chapter devoted to one of the parts. A final chapter, Chapter 8, examines resource issues and collaboration needed to make it all work.

Notes

  • 1 See www.forbes.com/sites/onmarketing/2012/04/30/the-need-for-marketing-speed/# 7808acd0768e. Last accessed May 8, 2019.
  • 2 The odds of failure are WtcU1"’*’d offaiiur]ltdlhood of slKCCB = <>»y0.2o = 4.
  • 3 Wikipedia: https://en.wikipedia.org/wiki/Business_process_modeling#Business_ process. Last accessed January' 24, 2018.
  • 4 http://digitalcommunity.mit.edu/people/tdavenport/blog
  • 5 www.economist.com/node/3623762. Last accessed January 24, 2018.
  • 6 See www.internetlivestats.com/twitter-statistics/. Also see www.americanpressinstitute. org/publications/reports/survey-research/how-people- use- twitter-in-general/. Both sites last accessed January 9, 2019.
 
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