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Building a Culture for NPD Success
By Thomas D. Kuczmarski
Thomas Kuczmarski, Senior Partner and President of Kuczmarski & Associates, is a nationally recognized expert in the management of new products and services innovation, and marketing strategy.
  1. Introduction
New product development is crucial to the future of a company. The trick is in getting the job done.

The answer lies in the people. Without the right people, and an organization-wide commitment to pursue a new product development strategy, companies will be left with a few good ideas, a lot of good ad-vice, and no way to proceed into the new products promised land.

Creating a supportive environment for new products is tantamount to success. There are five management factors that heavily influence the success of a new product development strategy:

  • Organization, structure, and teams
  • Accountability
  • Skills mix
  • Leadership sharing
  • Top-management commitment

New product management is a complex and subtle process. In many ways, successful and unsuccessful companies often share common elements in their approach to new products. They may even use a similar step-by-step process and similar criteria to measure performance. So if it isn't the development process, what distinguishes the winners from the losers in the new product game?

The real difference lies in how those companies implement the process. Success rests upon creating an environment that is conducive to taking risks and supportive of the individuals who take them.

Senior managers at winning new product companies recognize that only taking an interdisciplinary team approach can solve problems inherent in introducing new products. It is a delicate process requiring movement of people in a common direction.
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2001 MarketingPower.com, Inc. Contents used by permission of the author.
Table of Contents
1. Introduction
2. Internal Attitudes
3. Management Structure
4. Top Management's Role
5. A New Product Focus
6. Conclusion


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