14Extending Quick Response to New Product Introduction
DURING THE LAST TWO DECADES, a great deal of attention has been devoted to the product development process-and particularly so since the mid-1980s, as U.S. manufacturers have fought to regain market share in major industries such as electronics and automobiles. Researchers and practitioners alike have launched substantial efforts into rethinking traditional ways of developing and introducing new products. The results have been phenomenal: Entire new methodologies have been developed, taught, and practiced, and many companies have launched vigorous and successful attacks on the competition.
Given the vast amount of literature already available on the new product introduction (NPI) process, ...
