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The Product Development and Commercialization Proc

This document summarizes a chapter from a 2004 publication on product development and commercialization processes. The chapter describes the process in detail, including strategic and operational sub-processes and how it interfaces with business functions and other firms. Developing products rapidly and moving them to market efficiently is important for long-term corporate success. Effective implementation of the product development and commercialization process enables management to coordinate efficient new product flows across the supply chain and assists supply chain members with ramping up activities to support new products.

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Alexandra Lica
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191 views

The Product Development and Commercialization Proc

This document summarizes a chapter from a 2004 publication on product development and commercialization processes. The chapter describes the process in detail, including strategic and operational sub-processes and how it interfaces with business functions and other firms. Developing products rapidly and moving them to market efficiently is important for long-term corporate success. Effective implementation of the product development and commercialization process enables management to coordinate efficient new product flows across the supply chain and assists supply chain members with ramping up activities to support new products.

Uploaded by

Alexandra Lica
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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The Product Development and Commercialization Process

Article  in  The International Journal of Logistics Management · January 2004


DOI: 10.1108/09574090410700220

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69 9,967

3 authors:

Dale Rogers Douglas M. Lambert


Arizona State University The Ohio State University
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A. Michael Knemeyer
The Ohio State University
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CHAPTER
The Product Development and
8 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
Introduction
products rapidly
and moving The product development and commercialization process requires effective
them into planning and execution throughout the supply chain, and if managed correctly can
the marketplace provide a sustainable competitive advantage. Developing products rapidly and
efficiently is moving them into the marketplace efficiently is important for long-term corporate
important for long- success.2 In many markets, 40 percent or more of revenues come from products
term corporate introduced in the prior year.3
success. While the creation of successful products is a multidisciplinary process,4

1
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.
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 143

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