Task:
New product development is one of the riskiest, yet most important activities that a company can undertake. For this reason, there is significant interest and research on how companies can improve their chances of success in NPD.
Your task:
Critically evaluate the new product development practice of Guzman & Gomez.
Draw on the literature you have been studying on the new product process and factors for success in NPD to help you develop a framework with which to analyse Guzman & Gomez in detail.
Give a detailed analysis of the organisation’s new product development practice and make recommendations for potential improvements in this practice.
In the final 500 words of this assignment, reflect on how your understanding of NPD has been enhanced by your experience in completing this task.
References"
Crawford & Di Benedetto, “New products management”, chapters 1-13 and relevant reading from Topics 1-9.
Rationale:
This assignment is designed to give you the opportunity to examine in detail how new product development works in practice. Focussing on a particular organisation gives you the opportunity to appreciate how the particular context that a business operates in will influence the way it conducts NPD.