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Overcoming the Current Crunch in NPD Resources

Robert G. Cooper and Scott J. Edgett


The resource crunch is a crippling disease sweeping the new product development (NPD) landscape. The significant gap between resources required and NPD resources available has resulted in many negative consequences: projects taking too long to market, under-performing new product projects, and development portfolios that contain too many low value projects. While performance questions have been posed for decades, most of the reasons offered are symptoms only - reasons whose roots can be traced to a much more fundamental problem that plagues most firms' product development efforts - a significant shortage of resources devoted to NPD. This article explores the resource crunch problem and its causes, and also offers practical solutions you can start implementing today.