CHAPTER 11PRODUCT LAUNCH APPLICATION
RISK QUOTE: You got to be careful if you don’t know where you’re going, because you might not get there.
—YOGI BERRA, BASEBALL PLAYER
RISK QUOTE: I could tell that my parents hated me. My bath toys were a toaster and a radio.
—RODNEY DANGERFIELD, COMEDIAN
Establishing a hierarchical ERM system gives us a tool to address projects using the same philosophy as we would with a key initiative. The visual risk cluster tool of Riskonnect™ shows us that ERM is quite flexible. To demonstrate such capability, in this chapter we apply ERM to a product launch evaluation. The discussion builds on a December 2007 Harvard Business Review article titled “Managing Risk and Reward in an Innovation Portfolio.”
The launch of ...
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