Learn from New Product Failures
Learn from New Product Failures
复制标题
从新产品失败中吸取教训
DOI：
10.1080/08956308.2009.11657577
复制
发表时间：
2009
影响因子：
2.2
通讯作者：
Jimmy Williams
中科院分区：
文献类型：
--
作者：
J. Hlavacek;C. Maxwell;Jimmy Williams
概述：许多公司没有从他们的新产品错误中吸取教训。结果，这些错误反复出现，每年浪费数百万甚至数十亿美元的研发和营销资金。如果公司定期分析、广泛分享并从每个不成功的新项目中吸取教训，产品开发的成功将会更高，风险也会低得多。正式的发布后审查对顶线和底线的积极影响往往令人印象深刻。在我们研究的公司中，发布后的审查通常会将新产品的成功率从30%提高到50%。这篇文章描述了从新产品失败中进行投放后审查所需的文化、流程和步骤，这与教学医院用来从错误中吸取教训的方法非常相似。
OVERVIEW: Many companies do not learn from their new product mistakes. Consequently, the mistakes are repeated, wasting millions, even billions, of R&D and marketing dollars every year. Product development success would be higher and far less risky if companies would regularly analyze, widely share, and learn from each unsuccessful new venture. The positive effect of formal post-launch reviews on the top and bottom lines is often impressive. Post-launch reviews in companies we studied often improved the new product success ratio from 30 to 50 percent. This article describes the needed culture, process and steps to conduct post-launch reviews from new product failures that closely parallels the methodology teaching hospitals use to learn from their mistakes.