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CH 8

The chapter discusses the product development and commercialization process, which provides structure for developing and bringing new products to market jointly with customers and suppliers. The process coordinates the efficient flow of new products across the supply chain and assists members with ramping up activities to support commercialization. It describes the process in detail, including its strategic and operational sub-processes and interfaces with business functions and other firms. Developing products rapidly and moving them efficiently into the marketplace is important for long-term corporate success.

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Waqas Khan
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107 views1 page

CH 8

The chapter discusses the product development and commercialization process, which provides structure for developing and bringing new products to market jointly with customers and suppliers. The process coordinates the efficient flow of new products across the supply chain and assists members with ramping up activities to support commercialization. It describes the process in detail, including its strategic and operational sub-processes and interfaces with business functions and other firms. Developing products rapidly and moving them efficiently into the marketplace is important for long-term corporate success.

Uploaded by

Waqas Khan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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CHAPTER

The Product Development and Commercialization Process


Dale S. Rogers, Douglas M. Lambert and A. Michael Knemeyer

Overview
Product development and commercialization is the supply chain management process that provides structure for developing and bringing to market new products jointly with customers and suppliers.1 Effective implementation of the process not only enables management to coordinate the efficient flow of new products across the supply chain, but also assists supply chain members with the ramp-up of manufacturing, logistics, marketing and other related activities to support the commercialization of the product. In this chapter, the product development and commercialization process is described in detail to show how it can be implemented. To do this, the process is described in terms of its strategic and operational sub-processes and associated activities, and the interfaces with business functions, other supply chain management processes and other firms. Examples of successful implementation are provided. Developing products rapidly and moving them into the marketplace efficiently is important for longterm corporate success.

Introduction
The product development and commercialization process requires effective planning and execution throughout the supply chain, and if managed correctly can provide a sustainable competitive advantage. Developing products rapidly and moving them into the marketplace efficiently is important for long-term corporate success.2 In many markets, 40 percent or more of revenues come from products introduced in the prior year.3 While the creation of successful products is a multidisciplinary process,4

This chapter is based on Dale S. Rogers, Douglas M. Lambert and A. Michael Knemeyer, The Product Development and Commercialization Process, The International Journal of Logistics Management, Vol. 15, No. 1 (2004), pp. 43-56.
1 2 Cooper, Robert G., Scott J. Edgett, and Elko J. Kleinschmidt, Portfolio Management for New Products, Reading, MA: Perseus Books, 1998. 3 Handfield, Robert B. and Ernest L. Nichols, Jr., Supply Chain Redesign, Upper Saddle River, NJ: Financial Times Prentice Hall, 2002. 4 Olson, Eric M., Orville C. Walker, Jr., Robert W. Ruekert, and Joseph M. Bonner, Patterns of Cooperation During New Product Development Among Marketing, Operations and R&D: Implications for Project Performance, The Journal of Product Innovation Management, Vol. 18, No. 4 (2001), pp. 258-271.

SUPPLY CHAIN MANAGEMENT

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