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Key MBA Models by Dr. Julian Birkinshaw, Ken Mark

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Stage/gate model for new product development

The stage/gate model is a structured process for managing the development of new products in a corporate setting. It consists of a number of stages where development work is done, with a review meeting or ‘gate’ at the end of each one. The process is designed to help promising ideas get the resources they need to develop, while also killing off those ideas that don’t have potential.

When to use it

  • To make your new product development process more structured.
  • To help you invest in high-potential ideas, and to kill off ideas that don’t look promising.
  • To give you a better understanding of your overall product pipeline.

Origins

The idea that investment in development projects should be phased ...

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