ABSTRACT
Sector I: companies in this sector are operating in markets that are dynamic and constantly changing. NPD activities and process have to reflect this and they tend to be ‘action’-based within their overall strategic framework. Sector 11: development lead times can be significantly longer than the market-based time scales. Internal efficiency is paramount, together with constant market testing and analysis. Sector 111: we are dealing with long lead-times in both development and market impact terms. The key activities here are clear strategy, long-term focus (forecasting, etc.) and risk containment and management/adjustment. Sector IV: operating in this sector implies that development lead-times are short but market feedback is much longer. Emphasis here must be on choosing the correct development.
