New programme development

The New Programme Development (NPD) process is a sequence of steps or activities which an enterprise employs to conceive, design and commercialize a product.

Ayag, 2005

The traditional model involves the following stages in product development:

1. Idea generation
2. Screening
3. Concept development and testing
4. Business analysis
5. Product development and testing
6. Test marketing
7. Commercialisation/launch 

Product development is critical because new products are becoming the nexus of competition for many firms...those firms who quickly develop exciting products that people are anxious to buy are likely to win...product development is thus a potential source of competitive advantage for many firms...and proactive product development can influence the competitive success, adaptation, and renewal of organisations. (Brown and Eisenhardt, 1995).

The HE sector has become a fiercely competitive environment. For our organisational mission to succeed our NPD processes must include a robust market opportunity assessment. The Strategic Marketing Team can help you with this.