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ARTHUR D. LITTLE BOOKS
Product Juggernauts
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Product Juggernauts: How Companies Mobilise to Generate a Stream of Market Winners is available now.
According to the authors, how fast and how often a company can develop new products can determine whether or not it survives. Nayak and Deschamps integrate activities in R&D, strategy, product development, and marketing to form a comprehensive view of the product creation process that leads to value creation for three stakeholder groups--employees, customers, and owners.
They first identify seven "core competencies" of a world-class product creation process: understanding customers, developing a product strategy and portfolio, using a disciplined development process, incorporating concepts of program management, encouraging effective teamwork, marshalling resources, and facilitating the process. The book concludes by showing managers how to mobilize for large-scale and continuous organizational change and improvement.
- Product juggernauts have redefined existing markets and created new bases of competition. They have achieved domination by focusing their entire organisation on the interlocking elements of the product creation process.