【正文】 s virtually impossible to overemphasize the importance of the voice of the customer. This principle starts as early as the idea generation phase, Gooz233。 calls this imitationplus. Other critical success factors: ? A steady stream of ideas ? Leaders who understand and encourage risktaking ? Crossfunctional project team ? Sufficient flow of resources from key functions ? Formal prioritizing of projects Ultimately, Webb notes, a pany39。t even be contemplating innovation, Webb advises. The good news is, businesses can design internal roles and structures to support new product development. Start by recognizing that the process essentially touches on everything your business does. Innovation stimulates the pany from top to bottom, Gooz233。re Going For Any new product venture must demonstrate a strong link to the pany39。re mitted to getting the best ideas from employees and customers. New product strategy relies on exhaustive analysis of the pany itself (internal) and the marketplace at large (external). Do you know the extent of your current product line39。 a sizeable fraction of these new products don39。s nothing inherently wrong with being an imitator, if you can bring something unique to the next stage of a new product39。t be redirected for other purposes, and a disciplined game plan exists from start to finish. Only the pany39。ll find that these manufacturers neglected to incorporate both quantitative and qualitative customer information in the process. Suggested methods for collecting customer data include: 10 ? Focus groups ? Surveys ? Customer site visits ? Interviews with distributors and/or retailers With prehensive customer research, product designers can better manage the process through a balance of verified customer desires and realistic anizational petencies. What does the Customer Want? Sometimes panies mistakenly conduct interviews with the intention of gathering new customers for existing products. If the goal is new product development, you shouldn39。s not. Without a focal point within the anization, it39。 stresses the role of marketing, in particular. Marketing considerations should start when the new product is still on the drawing board, he says. Ask all the basic questions, such as: ? Who is this new product for? ? How will it be used? ? How does it fit into our current line and how will it affect our future products? 6 Market research, whether conducted inhouse or through an outside agency, is the first essential step toward building a wele response to your new product in the marketplace. Webb urges panies to search exhaustively for the right product advantage. Early on, identify precisely what your customers want and need, he says. Use customerfocused research to guide the process. Use that same research to pinpoint what works and what doesn39。 advises. This includes resources for advertising, public relations and promotion. What sense is there in launching a new product without being able to spread the word about it? Another helpful internal goal: employee training. Staff members need to be educated on how to use and promote the new product. It39。 says. The analysis includes: ? Rigorous conceptual design ? Target market research ? Desired performance levels ? Investment requirements ? Projected financial impact Other important