Критерии принятия решения о продолжении/прекращении проекта при разработке успешных инновационных продуктов 
Carbonell-Foulquie P., Munuera-Aleman J., Rodriguez-Escudero A.

Критерии оценки новых продуктов в процессе их разработки;
Метод исследования;
Результаты;
Обсуждение результатов;
Возможности применения результатов исследования в управленческой деятельности;

Аннотация

В данной статье
представлены
результаты
исследования, которое
проводилось с целью
определить частоту
использования и
значимость критериев
принятия решений
"продолжить /
прекратить" на четырех
главных этапах процесса
разработки нового
продукта. Научному
изучению было
подвергнуто 77
инновационных
продуктов. Результаты
исследования
показывают, что
критерии принятия
решений такого типа
можно разбить на пять
основных категорий:

1) соответствие
стратегическим целям,

2) техническая
осуществимость,

3) приемлемость
для потребителя,

4) возможность
реализации и

5) финансовая
эффективность.

Критерии соответствия
стратегическим целям
используются главным
образом при одобрении
концепции нового
продукта. Критерии
технической
осуществимости играют
важную роль при
одобрении концепции
продукта и его
прототипа. Критерии
приемлемости для
потребителя актуальны
в течение всего
процесса разработки
нового продукта и в
особенности после
вывода этого продукта
на рынок. Критерии
возможности
реализации
применяются в основном
при одобрении
концепции нового
продукта и при его
поддержке на рынке.
Критерии финансовой
эффективности начинают
играть значительную
роль уже на
завершающем этапе
процесса разработки.

Журнал: «Маркетинг-дайджест» — №3, 2004 (© Издательский дом Гребенников)
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Carbonell-Foulquie Pilar

Школа административных исследований при факультете Эткинсона, Университет Йорка (Торонто, Канада).

Munuera-Aleman Jose L.

Кафедра маркетинга, Университет г. Мурсия (Испания).

Rodriguez-Escudero Ana I.

Кафедра маркетинга, Университет г. Вальядолид (Испания).