Scott Edgett talks Product Development in Marketing Magazine
ANCASTER, ONTARIO, CANADA (December 10, 2012) - The key challenge in product innovation today remains the ability for companies to develop products that customer actually want. As innovation expert Scott Edgett explains in Marketing Magazine: “At the end of the day, what we’re actually developing needs to be something somebody wants and validated back in research, back to what we thought we were developing.” Edgett also discusses the importance of communication between cross-functional teams, ensuring that cultural alignment exists to form real teams and not groupings of functional representatives.
This article is the third in a four-part series that looks at the challenges and issues in new product development across different stages of the innovation process. Part two, found here, highlighted the importance of generating breakthrough ideas and discussed some of Dr. Edgett’s research on ideation. For more information on the four-part series, please visit http://www.marketingmag.com.au
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About Scott J. Edgett
Scott J. Edgett is Chief Executive Officer at Stage-Gate International and is internationally recognized as one of the world's top experts in product innovation. A high-profile speaker, sought-after consultant, and executive advisor, he is the pioneer of the critical practice of new product portfolio management, and principally focuses on issues affecting product innovation leadership and capability. Consulting and advising some of the world's best innovators and companies among the Fortune 1000, he has extensive experience working with large multi-national clients in a variety of industries. He is credited with helping business executives and product innovation professionals successfully implement world-class product innovation processes that have generated outstanding performance results.
A co-author of eight books, including the popular 'Product Innovation & Technology Strategy', and a published author of 60+ academic articles, Dr. Edgett is a former professor at the DeGroote School of Business at McMaster University and is a Faculty Scholar at the Institute for the Study of Business Markets (ISBM) at Penn State University.
About Stage-Gate International
Stage-Gate International, a member company of the Product Development Institute, is mandated very specifically to enable product innovators to become better product innovators. Our international team of Product Innovation Experts and Consultants are mentored by Dr. Cooper and Dr. Edgett and understand the complex challenges organizations face. We help companies achieve product innovation through our world-class products and services.
Through its close working relationship with the Product Development Institute, Stage-Gate International has access to the world's most comprehensive research into best practices in Product Innovation. This research has led to some of the most important discoveries in the innovation field; such as, Stage-Gate®, the NewProd™ Studies, and the concept of Portfolio Management.