New Product Development Process Evaluate at each Opportunity Identification stage to determine Go/No Go whether to proceed Design Go/No Go Key is to manage Testing risk of introducing a Go/No go failure or not Introduction ntroducing a Go/No Go success Life-cycle Management Proactive vs Reactive 10-1510-15 New Product Development Process Opportunity Identification Opportunity Identification Design Design Testing Testing Introduction Introduction Life-cycle Management Life-cycle Management Evaluate at each stage to determine whether to proceed. Key is to manage risk of introducing a failure or not introducing a success. Proactive vs. Reactive Go/No Go Go/No Go Go/No Go Go/No Go