Chapter 4. Project Identification and Portfolio Management

While improving product development efficiency is very important, many companies make the mistake of improving only this part of their commercialization process. Commercializing great products begins with identifying great product ideas. The concept "Garbage in, garbage out" applies to new product commercialization as much as it does to most other things in life. Failure to understand the need for a dynamic project selection process is a common mistake among many companies. The commercialization pipeline of new products represents a company's future and should be viewed in the same way as a stock portfolio. Screening a stock, or project, before we add it to our portfolio will have great ...

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