Defining Problems and Opportunities in New Product Development (Part 1)

2 Pages Posted: 28 Aug 2017

See all articles by Jeremy Hutchison-Krupat

Jeremy Hutchison-Krupat

University of Cambridge - Judge Business School

Raul O. Chao

University of Virginia - Darden School of Business

Donald Stevenson

Gist Learning LLC

Abstract

Developing new products and services is an iterative process that involves (1) identifying a problem or opportunity that needs to be addressed, (2) generating concepts or solutions that address the problem, and (3) conducting experiments and tests to learn about the success or failure of those concepts. This note describes the first of these activities.

Excerpt

UVA-OM-1579

Aug. 11, 2017

Defining Problems and Opportunities in New Product Development (Part 1)

Developing new products and services is an iterative process that involves (1) identifying a problem or opportunity that needs to be addressed, (2) generating concepts or solutions that address the problem, and (3) conducting experiments and tests to learn about the success or failure of those concepts. This note describes the first of these activities. The user is at the center of this process as shown in Figure 1.

Figure 1. The new product development cycle.

Source: Created by author.

. . .

Keywords: user interaction, new product development

Suggested Citation

Hutchison-Krupat, Jeremy and Chao, Raul O. and Stevenson, Donald, Defining Problems and Opportunities in New Product Development (Part 1). Darden Case No. UVA-OM-1579, Available at SSRN: https://ssrn.com/abstract=3027027

Jeremy Hutchison-Krupat (Contact Author)

University of Cambridge - Judge Business School ( email )

Trumpington Street
Cambridge, CB2 1AG
United Kingdom

Raul O. Chao

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-982-2681 (Phone)

Donald Stevenson

Gist Learning LLC ( email )

514 Moseley Dr
Charlottesville, VA 22903
United States

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