The new product process: A decision guide for management

This paper presents some of the findings of the latest study in the Project NewProd research series. It attempts to bridge the research‐versus‐practice gap by giving some advice on putting the findings into practice. The study looks at the characteristics of new research projects in an attempt to uncover what separates winners from losers. This paper takes the key findings from the research study and formulates them into a guide for systematic new product development, giving a practical aid to those involved in the new product development process.