Lesser Royals

摘要

New-Product Development Is A Lot Like real estate. Well, OK, it's a little like real estate. In each case, success is dependent on just three factors. You already know what drives real estate: location, location and location. According to participants in the IN-DUSTRYWEEK 2002 Value-Chain Survey, which was conducted in conjunction with PwC Consulting, here is what counts in the launch of new products: customers, customers and customers. Did we mention customers? Seventy percent of the survey respondents cited customer needs as the primary driver of their product-development strategies. The next-closest factor cited, low product cost, accounted for just 13%, followed by innovative features (11%) and first to market (5%).