Compressing new product success-to-success cycle time: Deep customer value understanding and idea generation

Despite nearly 30 years of research focused on improving new product development (NPD) processes, recent research reveals that these improvements have failed to materialize as expected. Additionally, in today's continuous-change business environment, managers are focused on reducing cycle time in nearly all operations, including NPD, in order to realize acceptable returns on investments more quickly. Thus, we must not only be better but also faster at NPD, specifically at compressing the cycle time between new product successes, i.e., accelerating success-to-success velocity and not just accelerating each NPD project. But, how can businesses both improve the probability of new product successes and also speed up the process of doing so? This paper proposes that formalizing front-end processes will certainly help. Specifically, a process is presented which draws on customer value research that ought to help clarify the traditional “fuzzy front end” of NPD processes, resulting in consistently more successful new products.