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BARRIERS TO BRINGING SYSTEM ENGINEERING INTO THE COMMERCIAL MARKET PLACE
Author(s) -
LaBudde Edward V.
Publication year - 1997
Publication title -
incose international symposium
Language(s) - English
Resource type - Journals
ISSN - 2334-5837
DOI - 10.1002/j.2334-5837.1997.tb02146.x
Subject(s) - order (exchange) , marketing , market penetration , customer base , business , installation , product (mathematics) , new product development , commerce , engineering , finance , mechanical engineering , geometry , mathematics
It is evident to many that the commercial market place could benefit from a “systems discipline.” Thus far it has been difficult for system engineering to make much penetration into areas that clearly could use this discipline. This is not to say that the task is impossible. Scott Jackson (Smith, 1996) and Pat Hale (Hale, 1996) have reported success in bringing the systems discipline to commercial companies. Their experience makes it clear that some precautions must be exercised if success is to be ensured. LaBudde Systems, Inc. specializes in installing “a systems approach” in the commercial arena. We have successfully installed our Accelerated Product Development sm System (APD sm ) into 13 commercial companies in the last three years. During this time we have made adjustments to our marketing and sales approaches in order to accommodate the perceptions and sensitivities of the commercial markets. In order to get to first base in the sales cycle, one must approach the commercial market segment with the right sales story. Our experience may be helpful to others attempting to penetrate this market.