Succeeding at New Product Development the P&G way: A key element is using the “Innovation Diamond”

Dr. Robert G. Cooper, Michael S. Mills, 2005
Oct
O
ber 2005 V
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l. XXIX N
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What’s happening in
c
hina in New Product Development
PDMA’s quarterly magazine for Product Development professionals
Insights into Innovation™
How P&G achieves
such stellar NPD results
A
l
SO INSID
e
:
• NPD at Lexmark

“Agile

development

Pharma challenges

Front End Report
V I S I O N S
Table of Contents
O
CTO
ber 2005
V
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l. XXIX N
O
. 4
Visions
is published four times a year, in January, April, July and October, by the Product Development & Management Association (PDMA), 15000 Commerce Parkway, Suite C, Mount Laurel, NJ
08054. Each article reflects the expertise of the individual author, not PDMA itself. To become a member, contact us at 1-800-232-5241 or by e-mail at pdma@pdma.org. Copyright 2005 © PDMA.
All rights reserved. No part of this publication may be reproduced by any means, or transmitted, or translated into machine language without the written permission of the publisher, PDMA.
R&D and NPD in the People’s
Republic of China.
Page 18
UP F
r
ONT
From the Editor of
Visions
April Klimley
………………………………………………………………………….
4
2006
Visions
Calendar
……………………………………………………………………………………………………
4
From the PDMA President
Robert Brentin
………………………………………………………………………..
5
A Letter from the PDMA CEO
Robin Karol
……………………………………………………………………….
5
In Focus:
Agile and Lean development: Old wine in new jugs?
Gregory Githens
………………
7
The author compares Agile and Lean development.
NPD Pra
CTIC
es
COVER STORY—Succeeding at New Products the P&G way:
A key element is using
the “Innovation Diamond”
Robert Cooper and Michael Mills
………………………………………………
9
The authors explore the drivers of new product performance with a particular focus on
Procter & Gamble’s best practices.
Life Sciences:
The challenges faced by the pharmaceutical industry today:
A conversation with a top expert
Rob Franco
………………………………………………………………..
14
Visions
’s new Life Sciences Editor discusses in detail the regulatory, safety, and other
factors that make the research and development environment in the pharmaceutical industry
especially challenging today.
Global News:
Fisher Graduate School of International Business receives grant to study
“localization” as companies go global
David Richins
………………………………………………..
17
One way companies are adapting their services and products for use in foreign countries
is through “localization.”
Report from the People’s Republic of China
Ligeng Wang
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18
The author provides a roundup of trends in New Product Development in the
People’s Republic of China.
Innovation as competitive advantage:
an interview with George Buckley, CEO
of The Brunswick Corporation
Anne Orban
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20
In this interview, the CEO of Brunswick Corporation offers some rules of thumb for
innovation, which have helped his company use innovation as a competitive advantage.
High Tech Corner:
Building a gated Product Development process
at Lexmark International
Ed Crowley
…………………………………………………………………………….
22
The author explains how Lexmark developed a gated Product Development process
for its Printer Division.
PDM
a
News &
aNNOUNC
e
M
e
NT
s
Report on the 3rd Annual Front End Conference
Peter Koen
………………………………………..
24
Over 600 professionals attended this exciting event; the author, the PDMA organizer
, along
with IIR,
of the conference describes the proceedings.
Great Lakes Chapter Conference
Tricia Sutton and Brian Green
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28
At its annual conference, the Great Lakes Chapter took a look at what “makes a difference”
in New Product Development.
Book Briefs
Adam Hansen
………………………………………………………………………………………………
30
From the Editor of
JPIM
Anthony Di Benedetto
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32
PDMA Calendar of Events: November 2005 through January 2006
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33
Visions
Subscriptions and PDMA Publications
……………………………………………………………..
34
Implementing a gated
Product Development process
at Lexmark.
Page 22
COVER PHOTO: In the past few years, Procter and Gamble (P&G) has jumped into the forefront
of innovative Product Development techniques and success. Read how P&G has done this
in the article starting on page 9.
V I S I O N S
Procter & Gamble’s super successful
NPD process.
Page 9
Challenges in the pharma industry.
Page 14