Ch19-2
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The document discusses organizational structures and processes that managers use to oversee new product development, including cross-functional teams and stage gate systems. Cross-functional teams bring together different departments to develop new product ideas with dedicated budgets and timeframes. Stage gate systems divide the innovation process into stages with checkpoints where senior managers review projects and decide whether to approve, cancel, delay, or send back for further work.
Ch19-2
- 1. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi SYNOPSIS What organizational structures and processes do managers use to oversee new-product development? Marketing Management - A South Asian Perspective, 14 edition, P. Kotler
- 2. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi STRUCTURES • Cross-FunctionalTeams • Stage Gate Systems (CREATE)
- 3. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi STRUCTURES • Cross-FunctionalTeams • Stage Gate Systems (CREATE)
- 4. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi CROSS FUNCTIONALTEAMS • Venture teams are created to develop a specific product/business • A budget, time-frame and an informal workplace is given to develop new product ideas • Example: Allen-Bradley Corp
- 5. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi STRUCTURES • Cross-FunctionalTeams • Stage Gate Systems (CREATE)
- 6. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi STAGE GATE SYSTEMS • Divide the innovation process into stages with checkpoints at the end of each stage • Senior managers review the criteria at each stage and either give a go, kill, hold or recycle • Incorporates a spiral development process to make improvements at each stage