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The Back End of Innovation

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Author: Gerry Katz
Issue: 2012 Visions Issue 3

To me, the back end of innovation begins at the point where the product or service has been defined, designed and developed. In terms of the PDMA’s Body of Knowledge, it can be thought of as those parts of the process that occur after discovery and development and at the point where we are about to enter the stage of commercialization (see Figure 2). While it might seem that all of the hard decisions have now been made, as you will see, there is much yet to do! These activities can be classified into six major categories:

  • Product
  • Marketing
  • Manufacturing
  • Logistics
  • Field Support
  • Customer Service

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