Redefining the new product introduction process
by Donald Gerwin, Paul Guild
International Journal of Technology Management (IJTM), Vol. 9, No. 5/6/7, 1994

Abstract: Time-to-market pressures and related factors are compelling firms to rethink the ways in which they manage new product introduction (NPI). This paper discusses attempts to reorganize the NPI process occurring in the information technology industries (telecommunications, computing and consumer electronics). The projects discussed involve changes in the roles of the design and manufacturing functions in both the upstream and downstream phases. They include the introduction of these two functions into the earliest stages of the NPI process, the transfer of certain detailed design activities from R&D to manufacturing, and the transformation of new product introduction into new product and service introduction. The implications for research of these undertakings, including the need for a better understanding of inter-functional coordination, are discussed.

Online publication date: Sat, 23-May-2009

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