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Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi
SYNOPSIS
What 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-FunctionalTeams
• Stage Gate Systems
(CREATE)
Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi
STRUCTURES
• Cross-FunctionalTeams
• Stage Gate Systems
(CREATE)
Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi
CROSS FUNCTIONALTEAMS
• 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-FunctionalTeams
• 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

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Ch19-2

  • 1. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi SYNOPSIS What organizational structures and processes do managers use to oversee new-product development? Marketing Management - A South Asian Perspective, 14 edition, P. Kotler
  • 2. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi STRUCTURES • Cross-FunctionalTeams • Stage Gate Systems (CREATE)
  • 3. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi STRUCTURES • Cross-FunctionalTeams • Stage Gate Systems (CREATE)
  • 4. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi CROSS FUNCTIONALTEAMS • 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
  • 5. Sai Chakradhar Araveti, Junior Undergraduate, IIT Delhi STRUCTURES • Cross-FunctionalTeams • Stage Gate Systems (CREATE)
  • 6. 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