The New Products Process Manager is typically responsible for overseeing and coordinating the NPD process, ensuring that projects move through the development stages efficiently. However, the strategic results of the NPD process are usually the responsibility of higher-level executive managers, such as the Chief Innovation Officer or Vice President of Product Development. These executives are accountable for aligning the NPD process with the company's strategic objectives and achieving the desired business outcomes. References: Cooper, R. G. (2017). Winning at New Products: Creating Value Through Innovation. Basic Books.
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