15 CSF in Product Innovation

Daftar 15 CSF ini diambil dari “Winning at New Product” nya Coopers, yang sekira 75% bisa diperkirakan juga oleh peserta klasmaya di klas 071006 minggu lalu.

1. The number one success factor is a unique superior product: a differentiated product that delivers unique benefits and superior value to the customer.
2. A strong market orientation – a market driven and customer-focused new product process – is critical to success.
3. Look to the world product: An international orientation in product design, development, and target marketing provides the edge in product innovation.
4. More predevelopment work – the homework – must be done before product development get under way.
5. Sharp and early product and project definition is one of the key differences between winning and losing at new products.
6. A well-conceived, properly executed launch is central to new product success and a solid marketing plan is at the heart of the launch.
7. The right organizational structure, design, and climate are key factors in success.
8. Top management support doesn’t guarantee success, but it sure helps. But many senior managers get it wrong.
9. Leveraging core competencies is vital to success – “step-out” projects tend to fail.
10. Products aimed at attractive markets do better: market attractiveness is a key project-selection criterion.
11. Successful business build tough Go/Kill decision points into their new product process, where projects really get killed: better focus is the result.
12. New product success is controllable: More emphasis is needed on completeness, consistency, and quality of execution of key tasks from beginning to end of project.
13. The resources must be in place – there is no free lunch in product innovation.
14. Speed is everything, but not all the expense of quality of execution.
15. Companies that follow a multistage, disciplined new product process – a Stage-Gate process – fare much better.