To head off competitors who were introducing similar products and capturing market share through earlier product launch, a multinational household and personal care company analysed its new product development process from ideation to product launch. The analysis revealed the product development efforts omitted many key activities, some product teams just went through the motions, while others cut corners and rushed key tasks. In many cases, everyone knew what had to be done but failed to do it...
BPIR Categories3.4.1 Design product/process/service enhancements
3.6.1 Manage product/process/service development
5.5.3 Improve process/product performance