E-Marketing Professionals

New Product Development Should Be Ongoing
There is little that is static about new product development. Because environments, markets, and organizations are always changing, so too are their effects on new products. Even for a specific product, constant evolutionary changes occur—up to and beyond the moment of launch. It is therefore important to have a clear view of new product development as an intellectual process shared among organizational members so that program implementation and necessary adjustments (which are so often essential for success) can be made quickly. It is also important to maintain a data base of historical and current information along with a decision support system to facilitate relatively quick analysis and decisions and to resolve differences of opinion that frequently arise. Commitment to this "ongoing" principle recognizes the importance of learning throughout new product development and emphasizes the central role of new products in an organization s continual process of renewal