Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi

SYNOPSISWhat organizational structures and processes do managers use to oversee new-product development?Marketing Management - A South Asian Perspective, 14 edition, P. Kotler

Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi

STRUCTURES• Cross-Functional Teams

• Stage Gate Systems(CREATE)

Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi

STRUCTURES• Cross-Functional Teams

• Stage Gate Systems(CREATE)

Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi

CROSS FUNCTIONAL TEAMS• 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

Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi

STRUCTURES• Cross-Functional Teams

• Stage Gate Systems(CREATE)

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