Modified Stage-Gate: A Conceptual Model of Virtual Product Development Process

African Journal of Marketing Management, Vol. 1, No. 9, pp. 211-219, December 2009

9 Pages Posted: 16 Dec 2009 Last revised: 1 Jul 2014

Nader Ale Ebrahim

Centre for Research Services, Institute of Management and Research Services (IPPP), University of Malaya (UM); University of Malaya (UM) - Department of Engineering Design and Manufacture

Shamsuddin Ahmed

University of Malaya (UM)

Zahari Taha

University of Malaya (UM)

Date Written: November 9, 2009

Abstract

In today’s dynamic marketplace, manufacturing companies are under strong pressure to introduce new products for long-term survival with their competitors. Nevertheless, every company cannot cope up progressively or immediately with the market requirements due to knowledge dynamics being experienced in the competitive milieu. Increased competition and reduced product life cycles put force upon companies to develop new products faster. In response to these pressing needs, there should be some new approach compatible in flexible circumstances. This paper presents a solution based on the popular Stage-Gate system, which is closely linked with virtual team approach. Virtual teams can provide a platform to advance the knowledge-base in a company and thus to reduce time-to-market. This article introduces conceptual product development architecture under a virtual team umbrella. The paper describes all the major aspects of new product development (NPD), NPD process and its relationship with virtual teams, Stage-Gate system finally presents a modified Stage-Gate system to cope up with the changing needs. It also provides the guidelines for the successful implementation of virtual teams in new product development.

Keywords: Modified stage-gate system, virtual product development, conceptual model

JEL Classification: L15, L23, O14, Q31, Q32

Suggested Citation

Ale Ebrahim, Nader and Ahmed, Shamsuddin and Taha, Zahari, Modified Stage-Gate: A Conceptual Model of Virtual Product Development Process (November 9, 2009). African Journal of Marketing Management, Vol. 1, No. 9, pp. 211-219, December 2009. Available at SSRN: https://ssrn.com/abstract=1522848

Nader Ale Ebrahim (Contact Author)

Centre for Research Services, Institute of Management and Research Services (IPPP), University of Malaya (UM) ( email )

Kuala Lumpur, Wilayah Persekutuan 50603
University of Malaya (UM)
Kuala Lumpur, Wilayah Persekutuan 50603
Malaysia

HOME PAGE: http://https://umresearch.um.edu.my/

University of Malaya (UM) - Department of Engineering Design and Manufacture ( email )

Kuala Lumpur, 50603
Malaysia

Shamsuddin Ahmed

University of Malaya (UM) ( email )

Kuala Lumpur, Wilayah Persekutuan 50603
University of Malaya (UM)
Kuala Lumpur, 50603
Malaysia

Zahari Taha

University of Malaya (UM) ( email )

Kuala Lumpur, Wilayah Persekutuan 50603
University of Malaya (UM)
Kuala Lumpur, 50603
Malaysia

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