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New Product Teams

  • Chapter
Making Innovation Last: Volume 2

Abstract

The development of a new product is a complex task that requires the integration of many different fields of expertise: the product must be designed and manufactured to meet the expectations of potential customers and to do so while being profitable. This implies that many different aspects pertaining to, among others, technology, production, demand, and competition must be considered throughout the development process. Because of the complexity of current technologies and markets, it is highly unlikely that isolated individuals can effectively master all the ins and outs of the development of a new product. Consequently, firms are under pressure and must develop new products at a faster pace because of the increased turbulence of markets that are characterized by shorter product life cycles and increased global competition. This situation leads most firms to make extensive use of cross-functional teams to develop their new products. This way of organizing the new product development process has been frequently highlighted in the literature (Cooper and Kleinschmidt 1994, Griffin 1997b, McDonough 2000).

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  1. INSEAD, Sorbonne Universités, France

    Hubert Gatignon

  2. Grenoble Ecole de Management, France

    David Gotteland & Christophe Haon

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Gatignon, H., Gotteland, D., Haon, C. (2016). New Product Teams. In: Making Innovation Last: Volume 2. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-137-57264-6_1

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