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

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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