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New product development (NPD): whether you
want to foray into emerging markets, source leading-edge
technology or just achieve economies of scale, the world-view
of new products looms as one of the top challenges for
most manufacturing companies today.
Research shows that 75 percent of new product launches
fail
The primary reason for failure is that companies are
just not clear on what their customers want. Out of
20 large manufacturers (AMR Research Report, June 2005)
who were polled about poor performance of product launch
activities, 33 percent cited being late to market.
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