The Stage-Gate Approach to Developing New Offerings
New-product development is commonly represented as a sequence of actions (stages) separated by hurdles (gates) that the new offering must overcome.8 The stage-gate approach divides the innovation process into stages, with a gate or checkpoint at the end of each stage. The ultimate goal of using a stage-gate approach to new-product development is to ensure market success in a way that minimizes risk and optimizes allocation of the company’s resources.
Stage-gate systems have evolved over the years as users have made them more flexible, adaptive, and scalable, with improved built-in governance, integrated portfolio management, incorporated accountability and continuous improvement, and ongoing ...
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