4.1 Learning Objectives

Describe the technology adoption life cycle, the product life cycle, and the BCG Growth-Share Matrix. Explain why you need a product pipeline to fill each stage or quadrant.

Identify and discuss the characteristics of a high-leverage (great) innovator?

Identify and discuss the four elements of the Cycle of Satisfaction and explain how these fit together to define a successful product development strategy.

Identify and discuss the different types of research tools you can use to gain deep customer insight.

Identify and discuss the steps in the new product development process and explain why stage gates are important and how you would use them.

Define sequential and concurrent design and discuss the pros and cons of each approach. Be sure to discuss who should be on a concurrent design team—and why.

Identify and be able to use key tools to evaluate and improve product profitability.