Ladies and Gentlemen, this is the model that Robert G. Cooper established in the early 80s to describe a systematic approach toward developing new products. It was the result of three companies who approached him and asked to research their processes and establish a common best-practices framework; they were DuPont, Nortel Networks, and Pratt & Whitney. While the basic underlying principles of a development process have long been around, Cooper established a framework that also included project review sessions known as “Gates” and/or “Decision Diamonds”. The entire model is also known as a Phased Review model (among other names), and is commonly referred to as such in academic and commercial settings due to the trademarking of the name.
The following links are posts I’ve written that cover these phases:
Because the Launch phase involves many differing factors and activities that are different for each product category, I will not be covering it. However, I do have a diagram that outlines how a marketing plan is developed. This is a ‘living document’ that is created within the Business Case & Plan phase, and updated throughout the NPD process. A related topic that is formed between the Business Case and Development phases, is a new product design strategy.
The next post on this topic will cover what the ‘Gates’ are all about.
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