Improving the efficiency and effectiveness of global new product introduction-the development of a self-assessment framework

Abstract

In recent years, much attention has been given to product introduction by managers, consultants and academics. Although many companies are actively improving their new product introduction processes, many are merely applying prescriptive techniques without fully understanding their processes. Very few companies use self-assessment techniques on the product introduction process because it is believed by many that product introduction is too complex and too diverse. This paper argues that self-assessment can be applied to global product introduction (the most complex operating scenario) and a framework for applying the technique is suggested.