Ensuring a Successful Product Launch Through Effective Process & Authority Roles : Market Research Report

Ensuring a Successful Product Launch Through Effective Process & Authority Roles

Published: Dec. 1, 2007 - 63 Pages

RESEARCH OVERVIEW: Research Objective and Methodology; Definitions; Benchmark Class; Participant Qualification
KEY FINDINGS: Further Research Questions
RESEARCH BACKGROUND: Participant Revenue; Scope of Responses; Organizational Method; Operational Complexity: Number of Countries; Operational Complexity: Number of Employees; Operational Complexity: New Products Launched; Operational Complexity Factors Present
NEW PRODUCT READINESS ASSESSMENT - PROCESS: Time Used in the Final Review Process; Launch Control Points in Use; Product Readiness Factors Considered; Effectiveness of Governance Process; Optimal Processes; Broad Considerations for an Optimal Process; New Market Introductions; Very Effective Segment; Differences in New Market Introductions
NEW PRODUCT READINESS ASSESSMENT - STAKEHOLDERS: Titular Positions Represented in Groups; Percent of Functions Represented in Groups; Functions and Roles in Governance Group; Other Functions and Roles Present
NEW PRODUCT READINESS ASSESSMENT - DECISION RIGHTS: Decision Method; Very Effective Segment; Location of Decision Making Authority; Very Effective Segment; Non-Governance Group Decision Changes; Very Effective Segment
POST LAUNCH ASSESSMENT: Top Metrics
LESSONS LEARNED: Reasons for Failure; Strategies and Tactics for Successful Launches
APPENDIX: DATA ANALYSIS: Product Readiness Factors; Control Points and New Market Introduction; Titular Positions; Company Structure and Location of Decision Authority; Decision Method and Non-Governance Decision Change Frequency; Impact of Functional Role: Responsible; Impact of Functional Role: Accountable; Impact of Functional Role: Consulted; Impact of Functional Role: Informed
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Abstract

New product introduction is a key driver of organizational performance, and a launch can often be the single most costliest and complex step in new product development. This cross-industry online benchmarking exchange examines how large global organizations manage/govern new product introductions.

The research examines the key assessment factors and processes involved in the New Product Assessment process, who the key stakeholders in Governance Groups are and what their roles are in the process, new product readiness decision rights/stakeholder authority and tools used in post-launch assessment. Executives and managers involved in new product launches can use this study to compare their launch roles and processes with leading organizations.

KEY TOPICS

New Product Readiness Assessment - Process
New Product Readiness Assessment - Stakeholders
New Product Readiness - Decision Rights
Post-Launch Assessment
Lessons Learned
Appendix: Data Analysis

KEY METRICS

Time used during the Final Stages of Launch
Launch Control Points Used
Product Readiness Factors Considered
Titular Positions Represented in Governance Groups
Functional Representation in Governance Groups
Functional Role in Governance Groups
Decision Methods Used
Location of Decision Making Authority
Frequency of Changes made to Governance Decisions
Frequency of Metrics and Measures used to Evaluate Launch Effectiveness
This report also contains extensive data showing what factors have a noticeable impact on the success of Product Launches.

SAMPLE KEY FINDINGS

Top-performing organizations integrate broader perspectives in their Governance Groups, both in title and in functional area, and they consider more factors in determining product readiness.
Information flow is one of the biggest constraints in limiting the effectiveness of product launch assessment. Successful companies rely on frequent communication that is supported by knowledge sharing systems and tools.
Reviews/audits of launch decisions by other groups such as non-New Product Introduction teams ensure that Governance Groups do not get tunnel vision during the launch process.

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Ensuring a Successful Product Launch Through Effective Process & Authority Roles

Table of Contents

Abstract