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The Threat of Uncertainty in the New Product Development Process

In: Uncertainty-driven Innovation

Author

Listed:
  • Giacomo Marzi

    (University of Trieste)

Abstract

Entrepreneurs, innovators and managers are asked to consider where and how they faced unnecessary development issues in their daily work, emphasising the importance of specifying the boundaries of a new productproduct developmentnew product development project and how an unnecessary load of features would affect the fulfilment of a development project. Several project managers’ and developers’ perceptions, underestimation of a project’s complexity and a blurred understanding of what consumers want are among the causes of unsustainable product development. Entrepreneurs, innovators and managers should consider the value drivers of a product, as well as the dangers of an overly developed product. The aim of an effective new product development project should be to maximise market positioning while preserving product and usability.

Suggested Citation

  • Giacomo Marzi, 2022. "The Threat of Uncertainty in the New Product Development Process," Springer Books, in: Uncertainty-driven Innovation, chapter 0, pages 95-104, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-99534-8_6
    DOI: 10.1007/978-3-030-99534-8_6
    as

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