{"id":112574,"date":"2025-09-02T09:08:02","date_gmt":"2025-09-02T09:08:02","guid":{"rendered":"https:\/\/bestsoln.com\/web\/?p=112574"},"modified":"2025-09-02T09:08:07","modified_gmt":"2025-09-02T09:08:07","slug":"why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management","status":"publish","type":"post","link":"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/","title":{"rendered":"Why 90% of New Products Fail? Lessons from Merle Crawford\u2019s New Products Management"},"content":{"rendered":"\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\t\t\t<!-- Flexy Breadcrumb -->\r\n\t\t\t<div class=\"fbc fbc-page\">\r\n\r\n\t\t\t\t<!-- Breadcrumb wrapper -->\r\n\t\t\t\t<div class=\"fbc-wrap\">\r\n\r\n\t\t\t\t\t<!-- Ordered list-->\r\n\t\t\t\t\t<ol class=\"fbc-items\" itemscope itemtype=\"https:\/\/schema.org\/BreadcrumbList\">\r\n\t\t\t\t\t\t            <li itemprop=\"itemListElement\" itemscope itemtype=\"https:\/\/schema.org\/ListItem\">\r\n                <span itemprop=\"name\">\r\n                    <!-- Home Link -->\r\n                    <a itemprop=\"item\" href=\"https:\/\/bestsoln.com\/web\">\r\n                    \r\n                                                    <i class=\"fa fa-home\" aria-hidden=\"true\"><\/i>Home                    <\/a>\r\n                <\/span>\r\n                <meta itemprop=\"position\" content=\"1\" \/><!-- Meta Position-->\r\n             <\/li><li><span class=\"fbc-separator\">\/<\/span><\/li><li class=\"active\" itemprop=\"itemListElement\" itemscope itemtype=\"https:\/\/schema.org\/ListItem\"><span itemprop=\"name\" title=\"Why 90% of New Products Fail? Lessons from Merle Crawford\u2019s New Products Management\">Why 90% of New Products...<\/span><meta itemprop=\"position\" content=\"2\" \/><\/li>\t\t\t\t\t<\/ol>\r\n\t\t\t\t\t<div class=\"clearfix\"><\/div>\r\n\t\t\t\t<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-buttons has-custom-font-size has-small-font-size is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/t.me\/bestsoln\" style=\"border-radius:5px;background-color:#0088cc\" target=\"_blank\" rel=\"noreferrer noopener\">Join Telegram Channel<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/whatsapp.com\/channel\/0029VaQv10P1NCrL6qZa0m13\" style=\"border-radius:5px;background-color:#25d366\" target=\"_blank\" rel=\"noreferrer noopener\">Join WhatsApp Channel<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Why_This_Book_Matters\" >Why This Book Matters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#The_Philosophical_Core_Its_a_Process_Not_an_Event\" >The Philosophical Core: It&#8217;s a Process, Not an Event<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Key_Pillars_of_Crawfords_Philosophy\" >Key Pillars of Crawford&#8217;s Philosophy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#The_Crawford_Framework_The_Stage-Gate%C2%AE_System_Pioneered_by_Cooper\" >The Crawford Framework: The Stage-Gate\u00ae System (Pioneered by Cooper)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Deep_Dive_into_Critical_Concepts_from_the_Book\" >Deep Dive into Critical Concepts from the Book<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Opportunity_Identification_and_Selection\" >Opportunity Identification and Selection<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Concept_Generation\" >Concept Generation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#ConceptProject_Evaluation\" >Concept\/Project Evaluation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Development\" >Development<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Launch\" >Launch<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Tools_Introduced_by_Crawford\" >Tools Introduced by Crawford<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Case_Studies_of_Success_and_Failure\" >Case Studies of Success and Failure<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Success\" >Success<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Failure\" >Failure<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Frequently_Asked_Questions_FAQs\" >Frequently Asked Questions (FAQs)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Recommended_Readings\" >Recommended Readings<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Key_Takeaways\" >Key Takeaways<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/bestsoln.com\/web\/why-90-of-new-products-fail-lessons-from-merle-crawfords-new-products-management\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Introduction\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"jusfy\">Bringing a new product into the market is often described as a gamble. Many ideas sparkle in brainstorming sessions, but fizzle out when faced with market realities. That is where <strong>Merle Crawford\u2019s classic book, <\/strong><em><strong><a href=\"https:\/\/bestsoln.com\/shortener\/redirect.php?code=b3d2b0\">New Products Management<\/a><\/strong><\/em>, steps in. It provides a systematic, managerial, and marketing-oriented framework for turning innovation into a profitable reality. First published in the 1980s and refined across multiple editions with co-author <a href=\"https:\/\/scholar.google.com\/citations?user=WXJUqF4AAAAJ&amp;hl=en&amp;utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">C. Anthony Di Benedetto<\/a>, the book has become the <strong>bible for product managers, entrepreneurs, and students of marketing<\/strong>.<\/p>\n\n\n\n<p class=\"jusfy\">This article distills the essence of the book, exploring its principles, frameworks, and lessons, while adding case studies, FAQs, and recommended readings to give you <strong>comprehensive knowledge without flipping through the textbook<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Why_This_Book_Matters\"><\/span>Why This Book Matters<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-4-1024x574.jpeg\" alt=\"New Products Management\" class=\"wp-image-112610\" title=\"\" srcset=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-4-1024x574.jpeg 1024w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-4-300x168.jpeg 300w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-4-768x431.jpeg 768w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-4-800x449.jpeg 800w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-4-150x84.jpeg 150w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-4.jpeg 1312w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"jusfy\">Innovation drives business survival. According to industry statistics, <strong>80\u201390% of new products fail<\/strong>. Crawford\u2019s book answers the critical question: <em>What separates winning products from the ones that vanish unnoticed?<\/em> The answer lies not in luck, but in <strong>disciplined management of the innovation process<\/strong>.<\/p>\n\n\n\n<p class=\"jusfy\">The book is divided into five major parts:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list jusfy\">\n<li>Opportunity Identification and Selection<\/li>\n\n\n\n<li>Concept Generation<\/li>\n\n\n\n<li>Concept\/Project Evaluation<\/li>\n\n\n\n<li>Development<\/li>\n\n\n\n<li>Launch<\/li>\n<\/ol>\n\n\n\n<p class=\"jusfy\">Each part covers not just the <em>what<\/em> but also the <em>how<\/em> of product management.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"The_Philosophical_Core_Its_a_Process_Not_an_Event\"><\/span>The Philosophical Core: It&#8217;s a Process, Not an Event<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-16-1024x574.jpeg\" alt=\"New Products Management\" class=\"wp-image-112648\" title=\"\" srcset=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-16-1024x574.jpeg 1024w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-16-300x168.jpeg 300w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-16-768x431.jpeg 768w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-16-800x449.jpeg 800w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-16-150x84.jpeg 150w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-16.jpeg 1312w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"jusfy\">Crawford\u2019s central thesis is that new product development is a&nbsp;<strong>managed process<\/strong>, not a random or purely creative event. Success isn&#8217;t accidental; it&#8217;s the result of meticulous planning, rigorous evaluation, and cross-functional collaboration. He argues that a systematic approach significantly de-risks innovation and improves the odds of launching a winner.<\/p>\n\n\n\n<h3 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Key_Pillars_of_Crawfords_Philosophy\"><\/span>Key Pillars of Crawford&#8217;s Philosophy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ol start=\"1\" class=\"wp-block-list jusfy\">\n<li><strong>Consumer-Oriented:<\/strong>\u00a0Every decision must be grounded in a deep understanding of customer needs, wants, and behaviors.<\/li>\n\n\n\n<li><strong>Strategy-Driven:<\/strong>\u00a0Innovation must align with and support the overarching goals of the firm. Not every good idea is the\u00a0<em>right<\/em>\u00a0idea for a particular company.<\/li>\n\n\n\n<li><strong>Multifunctional:<\/strong>\u00a0NPD is not R&amp;D&#8217;s job or Marketing&#8217;s job; it is a team sport involving every function from finance to manufacturing.<\/li>\n\n\n\n<li><strong>Risk-Managed:<\/strong>\u00a0The process is designed to identify and kill weak projects early, before massive resources are committed.<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"The_Crawford_Framework_The_Stage-Gate%C2%AE_System_Pioneered_by_Cooper\"><\/span>The Crawford Framework: The Stage-Gate\u00ae System (Pioneered by Cooper)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-17-1024x574.jpeg\" alt=\"New Products Management\" class=\"wp-image-112649\" title=\"\" srcset=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-17-1024x574.jpeg 1024w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-17-300x168.jpeg 300w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-17-768x431.jpeg 768w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-17-800x449.jpeg 800w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-17-150x84.jpeg 150w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-17.jpeg 1312w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"jusfy\">While Crawford&#8217;s work encompasses the entire NPD universe, his explanation and endorsement of the\u00a0<strong><a href=\"https:\/\/www.stage-gate.com\/blog\/the-stage-gate-model-an-overview?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">Stage-Gate\u00ae process<\/a><\/strong>\u00a0(pioneered by <a href=\"https:\/\/scholar.google.com\/citations?user=K1R3l2kAAAAJ&amp;hl=en&amp;utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">Robert G. Cooper<\/a>) is a centerpiece. This system divides the innovation journey into distinct stages separated by management decision gates.<\/p>\n\n\n\n<figure class=\"wp-block-table jusfy\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Stage<\/strong><\/td><td><strong>Key Activities<\/strong><\/td><td><strong>Objective<\/strong><\/td><\/tr><tr><td><strong>Stage 1: Discovery<\/strong><\/td><td>Idea generation, preliminary market assessment, and initial technical assessment.<\/td><td>To generate a large pool of potential ideas.<\/td><\/tr><tr><td><strong>Stage 2: Scoping<\/strong><\/td><td>More detailed market and technical research, preliminary financial analysis.<\/td><td>A quick, cheap evaluation to weed out non-starters.<\/td><\/tr><tr><td><strong>Stage 3: Build Business Case<\/strong><\/td><td>In-depth market research, product protocol, detailed financial analysis, project plan.<\/td><td>To define the product and build a compelling case for development.<\/td><\/tr><tr><td><strong>Stage 4: Development<\/strong><\/td><td>Technical R&amp;D, design, prototyping, alpha\/beta testing, and pilot production.<\/td><td>To create a physical (or digital) prototype of the product.<\/td><\/tr><tr><td><strong>Stage 5: Testing<\/strong><\/td><td>Extensive in-house and field testing, test markets, and trial production.<\/td><td>To validate the product and the entire marketing plan.<\/td><\/tr><tr><td><strong>Stage 6: Launch<\/strong><\/td><td>Full-scale production, market rollout, distribution, and commercialization.<\/td><td>To achieve widespread market adoption and sales.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"jusfy\">At each&nbsp;<strong>Gate<\/strong>, a cross-functional team of managers reviews the project&#8217;s progress against pre-defined criteria (e.g., strategic fit, market attractiveness, technical feasibility, financial ROI). The decision is always one of four:&nbsp;<strong>Go, Kill, Hold, or Recycle.<\/strong><\/p>\n\n\n\n<p class=\"jusfy\">This &#8220;funnel&#8221; approach ensures that only the best ideas progress, conserving resources for projects with the highest potential.<\/p>\n\n\n\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Deep_Dive_into_Critical_Concepts_from_the_Book\"><\/span>Deep Dive into Critical Concepts from the Book<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-5-1024x574.jpeg\" alt=\"New Products Management\" class=\"wp-image-112612\" title=\"\" srcset=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-5-1024x574.jpeg 1024w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-5-300x168.jpeg 300w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-5-768x431.jpeg 768w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-5-800x449.jpeg 800w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-5-150x84.jpeg 150w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-5.jpeg 1312w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Opportunity_Identification_and_Selection\"><\/span>Opportunity Identification and Selection<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list jusfy\">\n<li><strong>Product Innovation Charter (PIC):<\/strong> Crawford introduces the idea of a PIC, a written document that defines the role of innovation in a company\u2019s strategy. It aligns the product team with business goals and reduces wasted efforts on \u201crandom\u201d ideas.<\/li>\n\n\n\n<li><strong>Strategic Fit:<\/strong> New product ideas must align with the company\u2019s resources, market position, and long-term strategy.<\/li>\n<\/ul>\n\n\n\n<p class=\"jusfy\"><strong>Example:<\/strong> <a href=\"https:\/\/www.3m.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">3M\u2019s<\/a> famous <a href=\"https:\/\/www.post-it.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">Post-it Notes<\/a> came from a failed adhesive experiment, but it succeeded because it fit into 3M\u2019s charter of innovation in office products.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Concept_Generation\"><\/span>Concept Generation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list jusfy\">\n<li><strong>Sources of Ideas:<\/strong> Customers, employees, competitors, R&amp;D labs, and even serendipity.<\/li>\n\n\n\n<li><strong>Methods:<\/strong> Brainstorming, crowdsourcing, ethnographic research, and open innovation.<\/li>\n\n\n\n<li><strong>Cross-functional Teams:<\/strong> Encouraged to blend marketing, engineering, design, and finance into ideation.<\/li>\n<\/ul>\n\n\n\n<p class=\"jusfy\"><strong>Case Study:<\/strong> <a href=\"https:\/\/pg.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">P&amp;G\u2019s<\/a> <a href=\"https:\/\/www.pgconnectdevelop.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cConnect + Develop\u201d<\/a> model shifted the company from internal-only innovation to open collaboration, leading to products like <a href=\"https:\/\/www.swiffer.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">Swiffer<\/a> and <a href=\"https:\/\/www.febreze.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">Febreze<\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"ConceptProject_Evaluation\"><\/span>Concept\/Project Evaluation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list jusfy\">\n<li><strong>Screening:<\/strong> Filtering out ideas that lack market potential or feasibility.<\/li>\n\n\n\n<li><strong>Financial Analysis:<\/strong> Techniques such as <a href=\"https:\/\/en.wikipedia.org\/wiki\/Net_present_value\" target=\"_blank\" rel=\"noreferrer noopener\">Net Present Value (NPV)<\/a>, <a href=\"https:\/\/en.wikipedia.org\/wiki\/Payback_period\" target=\"_blank\" rel=\"noreferrer noopener\">Payback Period<\/a>, and <a href=\"https:\/\/en.wikipedia.org\/wiki\/Expected_commercial_value\" target=\"_blank\" rel=\"noreferrer noopener\">Expected Commercial Value<\/a>.<\/li>\n\n\n\n<li><strong>Concept Testing:<\/strong> Early feedback from potential customers to prevent costly missteps.<\/li>\n\n\n\n<li><strong>Risk vs. Reward Balance:<\/strong> Encourages managers to avoid both over-commitment and excessive risk-aversion.<\/li>\n<\/ul>\n\n\n\n<p class=\"jusfy\"><strong>Real-Life Insight:<\/strong> <a href=\"https:\/\/www.apple.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">Apple<\/a> reportedly killed dozens of <a href=\"https:\/\/en.wikipedia.org\/wiki\/IPod\" target=\"_blank\" rel=\"noreferrer noopener\">iPod<\/a> prototypes before finalizing the iconic version launched in 2001.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Development\"><\/span>Development<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list jusfy\">\n<li><strong>Product Protocol:<\/strong> A detailed plan describing the target market, product positioning, key benefits, features, and requirements. This ensures the R&amp;D team knows exactly what to build.<\/li>\n\n\n\n<li><strong>Prototyping:<\/strong> Iterative creation of models to test feasibility.<\/li>\n\n\n\n<li><strong>Market Testing:<\/strong> Use of test markets, beta testing, and pilot launches.<\/li>\n<\/ul>\n\n\n\n<p class=\"jusfy\"><strong>Example:<\/strong> <a href=\"https:\/\/www.tesla.com?utm_source=bestsoln.com\">Tesla<\/a> often uses \u201cbeta launches\u201d (like the early rollout of the <a href=\"https:\/\/www.tesla.com\/en_in\/cybertruck?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">Cybertruck<\/a>) to refine its products based on real-world feedback before mass adoption.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Launch\"><\/span>Launch<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list jusfy\">\n<li><strong>Commercialization:<\/strong> Full-scale production and market entry.<\/li>\n\n\n\n<li><strong>Marketing Strategy:<\/strong> Positioning, pricing, promotion, and distribution.<\/li>\n\n\n\n<li><strong>Post-Launch Review:<\/strong> Analyzing sales, customer feedback, and ROI to refine the product or future launches.<\/li>\n<\/ul>\n\n\n\n<p class=\"jusfy\"><strong>Case Study:<\/strong> <a href=\"https:\/\/en.wikipedia.org\/wiki\/Wii\" target=\"_blank\" rel=\"noreferrer noopener\">Nintendo Wii (2006)<\/a> succeeded because of careful positioning, not as a competitor to <a href=\"https:\/\/www.xbox.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">Xbox<\/a> or <a href=\"https:\/\/www.playstation.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">PlayStation<\/a> in graphics, but as a <em>family-friendly gaming system<\/em>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Tools_Introduced_by_Crawford\"><\/span>Tools Introduced by Crawford<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-6-1024x574.jpeg\" alt=\"New Products Management\" class=\"wp-image-112614\" title=\"\" srcset=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-6-1024x574.jpeg 1024w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-6-300x168.jpeg 300w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-6-768x431.jpeg 768w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-6-800x449.jpeg 800w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-6-150x84.jpeg 150w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-6.jpeg 1312w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list jusfy\">\n<li><strong>Product Innovation Charter (PIC)<\/strong> \u2013 The \u201cconstitution\u201d of new product development.<\/li>\n\n\n\n<li><strong>Product Protocol<\/strong> \u2013 A guiding document bridging marketing and R&amp;D.<\/li>\n\n\n\n<li><strong>Portfolio Management<\/strong> \u2013 Balancing high-risk and low-risk projects in a product pipeline.<\/li>\n\n\n\n<li><strong>Stage-Gate Process (Influence)<\/strong> \u2013 While not invented by Crawford, the book emphasizes structured phases in product development.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Case_Studies_of_Success_and_Failure\"><\/span>Case Studies of Success and Failure<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-7-1024x574.jpeg\" alt=\"New Products Management\" class=\"wp-image-112616\" title=\"\" srcset=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-7-1024x574.jpeg 1024w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-7-300x168.jpeg 300w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-7-768x431.jpeg 768w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-7-800x449.jpeg 800w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-7-150x84.jpeg 150w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-7.jpeg 1312w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Success\"><\/span>Success<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"jusfy\"><strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/IPod\" target=\"_blank\" rel=\"noreferrer noopener\">Apple&#8217;s iPod:<\/a><\/strong> <a href=\"https:\/\/www.apple.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">Apple<\/a> followed a rigorous process: identifying consumer frustration with existing phones, developing prototypes, aligning with strategy, and executing a blockbuster launch. Every step reflects Crawford\u2019s model.<\/p>\n\n\n\n<p class=\"jusfy\"><strong><a href=\"https:\/\/www.post-it.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">3M&#8217;s Post-it Notes:<\/a><\/strong> A classic case of turning a &#8220;failed&#8221; adhesive into a blockbuster via persistent concept testing and internal champions, highlighting the importance of opportunity recognition.<\/p>\n\n\n\n<h3 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Failure\"><\/span>Failure<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"jusfy\"><strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/New_Coke\" target=\"_blank\" rel=\"noreferrer noopener\">New Coke: <\/a><\/strong><a href=\"https:\/\/www.coca-colacompany.com?utm_source=bestsoln.com\" target=\"_blank\" rel=\"noreferrer noopener\">Coca-Cola<\/a> skipped deep concept testing and underestimated emotional attachment to the original formula. Crawford\u2019s evaluation stage could have prevented the blunder.<\/p>\n\n\n\n<p class=\"jusfy\"><strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/Boeing_787_Dreamliner\" target=\"_blank\" rel=\"noreferrer noopener\">Boeing&#8217;s 787 Dreamliner:<\/a><\/strong> A cautionary tale of development team challenges, where supply chain issues delayed launch, underscoring cross-functional coordination.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions_FAQs\"><\/span>Frequently Asked Questions (FAQs)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2024\/11\/FAQ-1024x683.jpg\" alt=\"FAQ\" class=\"wp-image-43418\" title=\"\" srcset=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2024\/11\/FAQ-1024x683.jpg 1024w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2024\/11\/FAQ-300x200.jpg 300w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2024\/11\/FAQ-768x512.jpg 768w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2024\/11\/FAQ-800x533.jpg 800w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2024\/11\/FAQ-150x100.jpg 150w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2024\/11\/FAQ.jpg 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"jusfy\"><strong>Q1: Who should read this book?<\/strong><br>Students of marketing, aspiring product managers, entrepreneurs, and corporate executives are involved in innovation.<\/p>\n\n\n\n<p class=\"jusfy\"><strong>Q2: Does the book only focus on consumer products?<\/strong><br>No. The frameworks apply equally to B2B, services, and technology-driven products.<\/p>\n\n\n\n<p class=\"jusfy\"><strong>Q3: Is the book still relevant in the digital age?<\/strong><br>Absolutely. While technologies evolve, the principles of disciplined innovation management remain timeless.<\/p>\n\n\n\n<p class=\"jusfy\"><strong>Q4: How is it different from lean startup methods?<\/strong><br>Crawford provides a <em>structured managerial roadmap<\/em>, while lean startup emphasizes <em>rapid iteration<\/em>. The two approaches complement each other.<\/p>\n\n\n\n<p class=\"jusfy\"><strong>Q5: What makes NPD so difficult, according to the authors?<\/strong><br>High uncertainty, cross-departmental coordination, and balancing speed with quality; they note that strong leadership and data mitigate these.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Recommended_Readings\"><\/span>Recommended Readings<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"668\" src=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2023\/09\/19786-1024x668.jpg\" alt=\"Books\" class=\"wp-image-3324\" title=\"\" srcset=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2023\/09\/19786-1024x668.jpg 1024w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2023\/09\/19786-300x196.jpg 300w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2023\/09\/19786-768x501.jpg 768w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2023\/09\/19786-1536x1002.jpg 1536w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2023\/09\/19786-2048x1336.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"jusfy\">If you want to deepen your knowledge beyond Crawford\u2019s book:<\/p>\n\n\n\n<ul class=\"wp-block-list jusfy\">\n<li><strong><a href=\"https:\/\/bestsoln.com\/shortener\/redirect.php?code=34491f\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>\u201c<\/strong>Winning at New Products<strong>\u201c<\/strong><\/a> by Robert G. Cooper<\/strong> \u2013 Focuses on stage-gate processes with empirical data.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/bestsoln.com\/shortener\/redirect.php?code=7f8645\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cThe Lean Startup\u201d<\/a> by Eric Ries<\/strong> \u2013 for agile product launches.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/bestsoln.com\/shortener\/redirect.php?code=80ff21\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cCrossing the Chasm\u201d<\/a> by Geoffrey Moore<\/strong> \u2013 on scaling tech innovations.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/bestsoln.com\/shortener\/redirect.php?code=ef799d\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cBlue Ocean Strategy\u201d<\/a> by W. Chan Kim &amp; Ren\u00e9e Mauborgne<\/strong> \u2013 on creating uncontested market space.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/bestsoln.com\/shortener\/redirect.php?code=410734\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cTen Types of Innovation\u201d<\/a> by Larry Keeley<\/strong> \u2013 on innovation frameworks beyond product design.<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/bestsoln.com\/shortener\/redirect.php?code=e076d1\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cInspired: How to Create Tech Products Customers Love\u201c<\/a> by Marty Cagan<\/strong> \u2013 Practical for software product managers.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Key_Takeaways\"><\/span>Key Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-8-1024x574.jpeg\" alt=\"New Products Management\" class=\"wp-image-112618\" title=\"\" srcset=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-8-1024x574.jpeg 1024w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-8-300x168.jpeg 300w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-8-768x431.jpeg 768w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-8-800x449.jpeg 800w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-8-150x84.jpeg 150w, https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-8.jpeg 1312w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ol start=\"1\" class=\"wp-block-list jusfy\">\n<li>Innovation must be strategically guided, not random.<\/li>\n\n\n\n<li>Cross-functional collaboration is the lifeblood of successful products.<\/li>\n\n\n\n<li>Testing, prototyping, and evaluation reduce risk.<\/li>\n\n\n\n<li>A disciplined process turns creativity into market-winning products.<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading jusfy\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-14.png\" alt=\"New Products Management\" class=\"wp-image-112628\" title=\"\"><\/figure>\n\n\n\n<p class=\"jusfy\">Merle Crawford\u2019s <em><a href=\"https:\/\/bestsoln.com\/shortener\/redirect.php?code=b3d2b0\" target=\"_blank\" rel=\"noreferrer noopener\">New Products Management<\/a><\/em> remains a timeless compass for navigating the uncertain waters of product innovation. It blends strategy, discipline, and creativity into a coherent roadmap. Whether you are a student looking to understand innovation, a manager trying to reduce failure rates, or an entrepreneur aiming to disrupt industries, the lessons from this book are indispensable.<\/p>\n\n\n\n<p class=\"jusfy\">In a world where consumer preferences shift overnight and competitors innovate relentlessly, Crawford\u2019s message is clear: <strong>success in new products is not luck, it\u2019s management.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-social-links has-small-icon-size has-visible-labels is-style-pill-shape is-horizontal is-content-justification-left is-layout-flex wp-container-core-social-links-is-layout-20be11b6 wp-block-social-links-is-layout-flex\"><li class=\"wp-social-link wp-social-link-youtube  wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/@bestsoln\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M21.8,8.001c0,0-0.195-1.378-0.795-1.985c-0.76-0.797-1.613-0.801-2.004-0.847c-2.799-0.202-6.997-0.202-6.997-0.202 h-0.009c0,0-4.198,0-6.997,0.202C4.608,5.216,3.756,5.22,2.995,6.016C2.395,6.623,2.2,8.001,2.2,8.001S2,9.62,2,11.238v1.517 c0,1.618,0.2,3.237,0.2,3.237s0.195,1.378,0.795,1.985c0.761,0.797,1.76,0.771,2.205,0.855c1.6,0.153,6.8,0.201,6.8,0.201 s4.203-0.006,7.001-0.209c0.391-0.047,1.243-0.051,2.004-0.847c0.6-0.607,0.795-1.985,0.795-1.985s0.2-1.618,0.2-3.237v-1.517 C22,9.62,21.8,8.001,21.8,8.001z M9.935,14.594l-0.001-5.62l5.404,2.82L9.935,14.594z\"><\/path><\/svg><span class=\"wp-block-social-link-label\">YouTube<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-facebook  wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" href=\"https:\/\/facebook.com\/bestsoln\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M12 2C6.5 2 2 6.5 2 12c0 5 3.7 9.1 8.4 9.9v-7H7.9V12h2.5V9.8c0-2.5 1.5-3.9 3.8-3.9 1.1 0 2.2.2 2.2.2v2.5h-1.3c-1.2 0-1.6.8-1.6 1.6V12h2.8l-.4 2.9h-2.3v7C18.3 21.1 22 17 22 12c0-5.5-4.5-10-10-10z\"><\/path><\/svg><span class=\"wp-block-social-link-label\">Facebook<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-instagram  wp-block-social-link\"><a rel=\"noopener nofollow\" target=\"_blank\" href=\"https:\/\/www.instagram.com\/bestsoln\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M12,4.622c2.403,0,2.688,0.009,3.637,0.052c0.877,0.04,1.354,0.187,1.671,0.31c0.42,0.163,0.72,0.358,1.035,0.673 c0.315,0.315,0.51,0.615,0.673,1.035c0.123,0.317,0.27,0.794,0.31,1.671c0.043,0.949,0.052,1.234,0.052,3.637 s-0.009,2.688-0.052,3.637c-0.04,0.877-0.187,1.354-0.31,1.671c-0.163,0.42-0.358,0.72-0.673,1.035 c-0.315,0.315-0.615,0.51-1.035,0.673c-0.317,0.123-0.794,0.27-1.671,0.31c-0.949,0.043-1.233,0.052-3.637,0.052 s-2.688-0.009-3.637-0.052c-0.877-0.04-1.354-0.187-1.671-0.31c-0.42-0.163-0.72-0.358-1.035-0.673 c-0.315-0.315-0.51-0.615-0.673-1.035c-0.123-0.317-0.27-0.794-0.31-1.671C4.631,14.688,4.622,14.403,4.622,12 s0.009-2.688,0.052-3.637c0.04-0.877,0.187-1.354,0.31-1.671c0.163-0.42,0.358-0.72,0.673-1.035 c0.315-0.315,0.615-0.51,1.035-0.673c0.317-0.123,0.794-0.27,1.671-0.31C9.312,4.631,9.597,4.622,12,4.622 M12,3 C9.556,3,9.249,3.01,8.289,3.054C7.331,3.098,6.677,3.25,6.105,3.472C5.513,3.702,5.011,4.01,4.511,4.511 c-0.5,0.5-0.808,1.002-1.038,1.594C3.25,6.677,3.098,7.331,3.054,8.289C3.01,9.249,3,9.556,3,12c0,2.444,0.01,2.751,0.054,3.711 c0.044,0.958,0.196,1.612,0.418,2.185c0.23,0.592,0.538,1.094,1.038,1.594c0.5,0.5,1.002,0.808,1.594,1.038 c0.572,0.222,1.227,0.375,2.185,0.418C9.249,20.99,9.556,21,12,21s2.751-0.01,3.711-0.054c0.958-0.044,1.612-0.196,2.185-0.418 c0.592-0.23,1.094-0.538,1.594-1.038c0.5-0.5,0.808-1.002,1.038-1.594c0.222-0.572,0.375-1.227,0.418-2.185 C20.99,14.751,21,14.444,21,12s-0.01-2.751-0.054-3.711c-0.044-0.958-0.196-1.612-0.418-2.185c-0.23-0.592-0.538-1.094-1.038-1.594 c-0.5-0.5-1.002-0.808-1.594-1.038c-0.572-0.222-1.227-0.375-2.185-0.418C14.751,3.01,14.444,3,12,3L12,3z M12,7.378 c-2.552,0-4.622,2.069-4.622,4.622S9.448,16.622,12,16.622s4.622-2.069,4.622-4.622S14.552,7.378,12,7.378z M12,15 c-1.657,0-3-1.343-3-3s1.343-3,3-3s3,1.343,3,3S13.657,15,12,15z M16.804,6.116c-0.596,0-1.08,0.484-1.08,1.08 s0.484,1.08,1.08,1.08c0.596,0,1.08-0.484,1.08-1.08S17.401,6.116,16.804,6.116z\"><\/path><\/svg><span class=\"wp-block-social-link-label\">Instagram<\/span><\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Introduction Bringing a new product into the market is often described as a gamble. Many ideas sparkle in brainstorming sessions, but fizzle out when faced with market realities. That is where Merle Crawford\u2019s classic book, New Products Management, steps in&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":112632,"comment_status":"open","ping_status":"open","sticky":false,"template":"single-post-with-right-sidebar","format":"standard","meta":{"googlesitekit_rrm_CAow1snDDA:productID":"","MSN_Categories":"Uncategorized","MSN_Publish_Option":false,"MSN_Is_Local_News":false,"MSN_Is_AIAC_Included":"Empty","MSN_Location":"[]","MSN_Add_Feature_Img_On_Top_Of_Post":false,"MSN_Has_Custom_Author":false,"MSN_Custom_Author":"","MSN_Has_Custom_Canonical_Url":false,"MSN_Custom_Canonical_Url":"","footnotes":""},"categories":[705,519,678],"tags":[1474,2895,745,746],"class_list":["post-112574","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-book-review","category-entrepreneurship","category-product-management","tag-book-review","tag-new-products-management","tag-product-management","tag-product-management-books"],"jetpack_featured_media_url":"https:\/\/bestsoln.com\/web\/wp-content\/uploads\/2025\/09\/New-Products-Management-13.png","_links":{"self":[{"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/posts\/112574","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/comments?post=112574"}],"version-history":[{"count":51,"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/posts\/112574\/revisions"}],"predecessor-version":[{"id":112652,"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/posts\/112574\/revisions\/112652"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/media\/112632"}],"wp:attachment":[{"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/media?parent=112574"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/categories?post=112574"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bestsoln.com\/web\/wp-json\/wp\/v2\/tags?post=112574"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}