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

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.

Содержание

1
Критерии оценки новых продуктов в процессе их разработки;
Метод исследования;
Результаты;
Обсуждение результатов;
Возможности применения результатов исследования в управленческой деятельности;

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).