SEQUENTIAL NEW PRODUCT DEVELOPMENT In the past, commercial success was practically guaranteed for companies that could design, develop, and manufacture high-quality products that satisfied real needs at competitive prices. However, beginning in the early 1990s this traditional formula radically changed as time-to-market became a vital component of commercial success.
Studies have demonstrated that being a few months late to market is much worse than having a 50 percent cost overrun when these overruns are related to financial performance over the lifecycle of a new product or service. In other words, time has become a key driver of competitive success, from design and development to the actual launch of a new product or service. Traditional project planning and execution has been marked by the definition of objectives and mile-stones. These goals are met through a progression of networked activities, some of which must be performed sequentially, others of which may be conducted in parallel. Planning techniques such as Program Evaluation and Review Technique (PERT), Graphical Evaluation and Review Technique (GERT), and Critical Path Method (CPM) have been used to support this sequencing of tasks and activities.
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