| Abstract: | This paper analyzes the criteria used at making go/no-go decisions at major points in the product-development process, taking each phase separately. First, the variation in the sets (market, product, and financial) criteria used from one phase to another is studied. Second, the specific criteria deployed are analyzed. The results of the decision-systems interviews conducted show shifts in weights among the three sets of criteria as the development cycle progresses. In terms of criteria, the product-development process can be summarized using the following three questions in this specific order: 1) “Is there a market for the concept?” 2) Can the concept be transformed into a concrete product?” and 3) “Can the concrete product be manufactured and marketed profitably?” The analysis of specific criteria reveals that the use of some criteria is restricted to one particular phase, whereas some are used at every decision-making point. Also, the orientation of the company in question will cause variation among specific criteria use and weighting. Some factors, however, are quite universally applicable. |
