Operations Management

Strategies for New-Product Introduction

Instructions:  

There are three approaches to developing new products:  market pull, technology push and interfunctional.   

· Please pick one approach and provide a specific example (product) that the approach was applied. 

· Did this approach give a competitive advantage?

Please include citations from the textbook or a scholarly article; MLA required.

Defination for 3 approaches:

Market Pull: “Make what we can sell”

•      Organize resources to fulfill customer demand

•      Food industry

Technology Push: “Sell what we can make”

•      Develop superior technologies and products

•      Electronics

Interfunctional View:  most difficult

•      Cross-functional design team – marketing, engineering, operations, finance

•      Challenge to gain cooperation of all functions

•      Consider existing and new markets

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