Предпосылки и результаты ускорения разработки нового продукта. Междисциплинарная концептуальная схема 
Менон А., Чоудхури Д., Лукас Б.

Концептуальная схема;
Корпоративная культура;
Капиталовложения;
Совместная работа;
Механизмы контроля;
Стимулирование служащих;
Результаты ускорения процесса РНП;

Аннотация

Для современных рынков характерно широкое использование новейших технологий, быстрая реакция на изменение социально-политических условий и потребительских предпочтений, а также сокращение жизненного цикла товара. Поэтому компании должны придерживаться стратегий, которые предусматривают достаточно быстрое внедрение разработки на рынок. Проанализировав опубликованные исследования и имеющийся в этой области опыт предприятий, авторы выделяют основные организационные факторы, способствующие сокращению цикла разработки нового продукта, и предлагают общую методику определения влияния особенностей инфраструктуры компании (ее организации, корпоративной культуры и структуры капиталовложений) и факторов, связанных с производственными процессами (работа в группах, механизмы контроля и стимулирование), на скорость разработки, а впоследствии и на конечные показатели деятельности предприятия (прибыль, рентабельность, имидж компании и бренда).

Печатается с разрешения Elsevier Science Inc.

Источник: журнал Industrial Marketing Management (вып. 31, № 4, 2002 г.).

Журнал: «Маркетинг-дайджест» — №5, 2004 (© Издательский дом Гребенников)
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Менон Аджай

Колледж бизнеса при Университете штата Колорадо, г. Форт-Коллинз (США).

Чоудхури Джинук

Колледж делового администрирования при Университете Северного Техаса, г. Дентон (США).

Лукас Брайан А.

Факультет экономики и торговли Университета Мельбурна, г. Парквилль (Австралия).