Launch your new products/services better, faster

Lynn G. S. , Akgun A. E.

RESEARCH-TECHNOLOGY MANAGEMENT, vol.46, no.3, pp.21-26, 2003 (Journal Indexed in SCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 46 Issue: 3
  • Publication Date: 2003
  • Doi Number: 10.1080/08956308.2003.11671562
  • Page Numbers: pp.21-26


OVERVIEW: By studying the practices of 117 new product teams from AT&T, Allied Signal, Digital Equipment, IBM, Motorola, and other companies, several factors were found that can help teams develop new products and services better and faster, with a greater probability of succeeding. Factors influencing new product success include: 1) teamwork, 2) market niche assessment, 3) cross-team communication, 4) clear project vision, and 5) limiting formal within team communications. Factors influencing speed-to-market include: 1) teamwork, 2) rapid prototyping, 3) team empowerment, 4) vision support, and 5) an aggressive launch deadline.