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Session Topic:
Re-Thinking the Product Development Funnel
NPDP PDHs:
You will earn 1 PDH towards recertification
Cost:
Members: $25
Non-Members: $50
Presenter:
Gerry Katz, NPDP, Executive Vice President - Applied Marketing Science, Inc.
Session Description:
The icon of a "funnel" has been used by product developers for many years to describe the New Product Development process. However, while there are many similarities between all of the various funnels in common use, recent experience has shown that some things ought to happen in a different order than the way in which they are commonly shown. Seminar Leader Gerry Katz will review some of the funnels popular in the New Product Development arena, and will then describe what he believes to be a more realistic and up-to-date funnel.
- A big-picture overview of how the new product development process was seen for many years
- Why is the funnel changing?
- What are the specific changes advocated by NPD practitioners?
- How are these changes best implemented?
About Your Presenter:
Gerry Katz:Gerry Katz, Executive Vice President of Applied Marketing Science, is an internationally recognized Voice of the Customer consultant, author, and speaker. As former Chair of the Annual IIR/PDMA Voice of the Customer Conference, and a former member of the Board of Directors of the Product Development & Management Association (PDMA), he has been an outspoken advocate for the proper application and implementation of the Voice of the Customer. Gerry is certified as a New Product Development Professional (NPDP) and is a senior contributing editor to Visions Magazine. He has consulted to over 200 leading corporations, including Intel, Samsung, Siemens, Kimberly-Clark, JP Morgan Chase, and General Electric.
| Contact: | Sabina Gargiulo |
| Phone: | 856-380-6831 |
| Email: | sabina@pdma.org |
