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Protocol: New Tool for Product Innovation
Author(s) -
Crawford C. Merle
Publication year - 1984
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.120085
Subject(s) - business , protocol (science) , new product development , product (mathematics) , product innovation , process management , computer science , industrial organization , marketing , medicine , alternative medicine , geometry , mathematics , pathology
The new product process is often plagued by delays, cost overruns, products which don't sell well, and a state of near battle between marketers and R&D groups. These problems are being attacked by a wide variety of new management practices today. For example, we have recently seen better statements of strategy, smaller less bureaucratic organization forms, mathematical models for economic evaluation, and post‐launch tracking and control systems. One area of concern has been slow to respond—the communication of direction to R&D. This paper speaks to the communication problem by proposing a concept called “protocol.” The concept is explained, and its usefulness and difficulties are discussed. This article tells why something like a protocol is needed, and points out the problems in its development and use.