Abstract
Consumer products companies are under escalating demands to reduce time-to-market and the cost of introducing new products. As product lifecycles continue to decrease, compressing development cycles and accelerating new product introductions are becoming critical. Product complexity is also increasing substantially, making development and product introduction even more challenging. This paper presents the challenges the Consumer products industry is facing, as increased complexities in the competitive environment are forcing shorter product lifecycles and increasing cost pressures. It evaluates the impact that these complexities have on the product development process and focuses on a few recommendations that Consumer products executives should consider to reduce their time-to-market and increase their return on investment for new product introductions.
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Terkar, R., Vasudevan, H., Sunnapwar, V., Kalamkar, V. (2011). Perfect Product Launching Strategies in the Context of Survival of Small Scale Consumer Products Industries. In: Shah, K., Lakshmi Gorty, V.R., Phirke, A. (eds) Technology Systems and Management. Communications in Computer and Information Science, vol 145. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-20209-4_46
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DOI: https://doi.org/10.1007/978-3-642-20209-4_46
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-20208-7
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