Ensuring a Successful New Product Launch Through Effective Processes and Authority Roles

STUDY OVERVIEW

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.

KEY TOPICS

• New Product Readiness Assessment – Process
• New Product Readiness Assessment – Stakeholders
• New Product Readiness – Decision Rights
• Post-Launch Assessment
• Lessons Learned
• Appendix: Data Analysis

• Time used during the Final Stages of Launch
• Launch Control Points Used
• Product Readiness Factors Considered
• Titular Positions Represented in Governance Groups
• Functional Representation in Governance Groups
• Functional Role in Governance Groups
• Decision Methods Used
• Location of Decision Making Authority
• Frequency of Changes made to Governance Decisions
• Frequency of Metrics and Measures used to Evaluate Launch Effectiveness

• This report also contains extensive data showing what factors have a noticeable impact on the success of Product Launches.

• Top-performing organizations integrate broader perspectives in their Governance Groups, both in title and in functional area, and they consider more factors in determining product readiness.

• Information flow is one of the biggest constraints in limiting the effectiveness of product launch assessment. Successful companies rely on frequent communication that is supported by knowledge sharing systems and tools.

• Reviews/audits of launch decisions by other groups such as non-New Product Introduction teams ensure that Governance Groups do not get tunnel vision during the launch process.

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