R&D/Marketing Integration for Successful NPD Performance

Despite the increasing use of project management within organizations, an attendant poor rate of success among these projects is usually observed. 85% of consumer products projects fail and only less than 10% are completed on time and on budget.

With such a poor rate of project success and the increasing rate of organizational change and environmental uncertainty, a closer look at the determinants of project performance, particularly NPD projects, is necessary.

There is clear evidence that organizational culture plays a significant role in NPD projects. The maturity level and the culture to strategy gap, are also crucial parameters for the NPD success platform, through which businesses are encouraged to enhance their competitiveness, to adopt innovation as a predominant profit-making strategy, to capitalize on their corporate values ​​and to create premium equity returns for their shareholders.

R&D/MKT Integration

In today’s turbulent environment, the R&D Depts can hardly support, accomplish and sustain the task of NPD and increase business performance. Integration of departments, especially R&D/Marketing, plays a significant role in the success of NPD.

R&D/MKT Integration includes sharing market and technical information, as well as R&D and MKT processes.

    • MKT provides customer and market info.
    • R&D deploys resources to new products with a competitive advantage.

Information sharing and high degree of trust, help enterprises make a better strategic decision. Creative executive staff in R&D and Marketing departments work together and collaborate to develop New Ideas and to keep producing more Effective, more Flexible, more Sustainable and better Value-Added Ideas!

A high degree of integration will improve product quality, shorten the NPD cycle and speed up innovation.

The Proccess

R&D/MKT Integration includes a 3Cs relationship: Communication, Collaboration and Cooperation.

In Communication

    • R&D/MKT integration is more conducive to the use of the information. MKT and R&D share updated market info. R&D department can understand the needs of the market, in the new product development.
    • Products that meet market demand will increase market share and reduce new product market risk. Communication can promote the implementation of the marketing plan through information sharing.
    • At the same time, R&D and MKT share technical information. Marketing department can understand the latest technology info and help the enterprise to seek a new growth point.

In Collaboration

    • R&D and MKT work together in the development process. This partnership assists R&D to move fast, improve product quality and deliver on time.
    • Without MKT participation, the most of the times the enterprises produce products that do not meet the market needs. This leads to waste of resources and the enterprises lose the opportunity to capture the market.
    • In MKT activities, R&D provides a substantial help for the development of Marketing Programs that align to the characteristics of the New Product. This enables a better income and a positive influence on R&D/MKT performance.

 

In Cooperation

    • The communication between members advances and facilitates processing and maintaining a very good relationship.
    • This results to a better understanding of each other’s point of view and the rationale behind positions on different decisions.
    • It also prevents the conflict between R&D and MKT, improves the efficiency of the NPD and completes the team task.

The R&D/MKT integration is a highly complex phenomenon in business, especially considering the performance criteria, the variety of resources, and the intensity of resources devoted to the NPD process.

The DASO™ Model

The DASO™ NPD Model elaborates the R&D/MKT Integration, as it is associated with two basic pillars: Marketing Intelligence (Mi) and Innovation Excellence (Iε).

Marketing intelligence (Mi) is a process by which information is acquired and analyzed in order to:

    1. Understand market opportunities
    2. Identify current and future needs
    3. Assess market penetration strategy, development metrics and KPIs
    4. Evaluate preferences, attitudes and behavior for both markets and customers
    5. Assess changes in business environment that may affect markets’ size & structure in future
    6. Draw the correct platform in order to create & satisfy customers’ needs profitably

Innovation Excellence (Iε) is process devising solutions that address unmet customer needs and it is deployed on 6 consecutive stages

    1. Idea Generation and Mobilization
    2. Advocacy and Screening
    3. Experimentation
    4. Commercialization
    5. Dissemination
    6. Implementation

Why DASO™ Integration Proccess

Because

    1. We provide the implementation platform on which we bring together R&D and MKT, inspire them to work more closely, to think radically and out of the box and start generating new ideas with significant added value. Company values, culture to strategy gap and undiscovered competitive advantage sources are always highlighted, in order to keep the NPD process plan, on track!
    2. We thoroughly supervise the whole process, we manage frequent brainstorming and decision-making meetings while we further substantiate on policies, procedures, processes and key issues that unleash synergies and cost savings, as well as cross check and communication strategies.
    3. We successfully deliver a matter of Mindset that turns ideas into solutions that add value to customers and premium equity returns to the shareholders.

Innovation originates in the ability to think radically and to be able to connect elements, seemingly unrelated to each other, coming from different sectors and disciplines, in order to generate New Ideas with significant Added Value.

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