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Organization theory and design: Lecture 31 provides students with content about: new products and services; probability of new product success; reasons for new product success; horizontal linkage model; horizontal organization;... Please refer to the lesson for details!
31 New Products and Services Probability of New Product Success Technical Completion Commercialization Market Success = 0.57 = 0.31 = 0.12 Reasons for New Product Success • Why are some products more successful than others? • Following factors isolated through research: Better understanding of customer needs, paid more attention to marketing Top management support to change and innovation Most of the work done in-house • These factors point towards a horizontal link across departments Horizontal Linkage Model • Highly competent HR in R&D, marketing and production • Boundary spanning • Horizontal linkages, idea sharing, coordination, • Horizontal Organization • Change in strategy and structure • Change in culture • Recap ... Success = 0.57 = 0 .31 = 0.12 Reasons for New Product Success • Why are some products more successful than others? • Following factors isolated through research: Better understanding of customer... change and innovation Most of the work done in-house • These factors point towards a horizontal link across departments Horizontal Linkage Model • Highly competent HR in R&D, marketing and production... Boundary spanning • Horizontal linkages, idea sharing, coordination, • Horizontal Organization • Change in strategy and structure • Change in culture • Recap