IMPLEMENT
PRODUCT DEVELOPMENT
• Includes all activities necessary to take the chosen concept and deliver a product for commercialization.
• R&D staff, designers, engineers and marketing staff must work together.
• Whenever a problem appears, a gap between the current design and the requirement, the development team must take action to close it.
PROCESSES FOR NEW PRODUCT DEVELOPMENT
• Most organizations have not evolved or been designed to face the new product or process development.
• New product or service development is a rather unusual and infrequent requirement. Team structure who is responsible for new processes or product development
• Functional Structure - communication between functional areas is largely handled by function managers
• Lightweight product manager structure - a project manager provides an overarching coordinating structure to the inter-functional work
• Heavyweight product manager structure - essentially a matrix structure led by a product (project) manager with extensive influence over the functional personnel involved.
• Project execution teams - a full-time project team where functional staff leave their areas to work in the project, under project leader direction.