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.
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