Not all new product (NP) processes are equally productive. An ineffective NP process can lead to wasted resources, missed opportunities, and suboptimal product outcomes. Effective NP processes involve structured methods like Stage-Gate or Agile, ensuring systematic progress, risk management, and alignment with market needs. Therefore, saying any NP process is better than nothing overlooks the importance of having a well-designed and managed process. References: Cooper, R. G. (2008). The Stage-Gate Idea-to-Launch Process–Update, What’s New, and NexGen Systems. Journal of Product Innovation Management.
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