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Defining next-generation products: an inside look.

B Tabrizi, R Walleigh

    Harvard Business Review
    |October 4, 1997
    PubMed
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    Most technology companies struggle to launch new products and derivatives on schedule. Effective product definition, managing technical and market uncertainties, is key to timely delivery and market capture.

    Area of Science:

    • Business Strategy
    • Product Development
    • Technology Management

    Background:

    • Technology companies rely on continuous innovation for success.
    • Launching next-generation products and derivatives on time is a significant challenge.

    Purpose of the Study:

    • To investigate why technology companies struggle with on-time product launches.
    • To identify best practices for improving the product definition phase.

    Main Methods:

    • A detailed study of 28 next-generation product-development projects.
    • Analysis of internal company data and interviews across 14 high-tech firms.

    Main Results:

    • Most companies failed to complete projects on schedule.

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  • Difficulties were also observed in developing derivative products.
  • The root cause identified was issues within the product definition phase.

    • Conclusions:

    • Successful companies effectively manage technical and market uncertainties during product definition.
    • A set of best practices can measurably improve the product definition process.
    • Implementing these practices aids in capturing new markets without major delays.