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A Team Approach to New Product Development

Frank G. Bingham (Associate Professor of Marketing at Bryant College)
Charles J. Quigley (Associate Professor of Marketing at Bryant College, Smithfield, Rhode Island)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 April 1989

Abstract

Proposes a new product implementation process which is designed to reduce the risk inherent in new product introductions in consumer markets. Defines the stages of this process as idea generation, idea screening, conceptual development and testing, business analysis, product development, test market, and product introduction. Concludes that this process differs from previous models in suggesting a team be created to manage the development, speeding up the tasks in each stage.

Keywords

Citation

Bingham, F.G. and Quigley, C.J. (1989), "A Team Approach to New Product Development", Journal of Consumer Marketing, Vol. 6 No. 4, pp. 5-14. https://doi.org/10.1108/EUM0000000002557

Publisher

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MCB UP Ltd

Copyright © 1989, MCB UP Limited