Formula for Success

Cooper, Robert G.
March 2006
Marketing Management;Mar/Apr2006, Vol. 15 Issue 2, p18
In this article the author outlines the seven principles of the 2006 Stage-Gate© method that make for a streamlined new product campaign, ranging from the origin of the idea for the product to the launching of it. Teams should be heavily focused on the customer. They should do a great deal of research before development even begins. The development of the product should be ready to adapt to changes in the market or to competing products. There should be a team approach so that new products are not research and development items that are handed off to another team for marketing. There should be intensive measuring of product performance. Teams must not be spread thin across too many products under development. The process should be kept lean and free from bureaucracy.


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