ABSTRACT
All discussions of new product development emphasize the high risk involved and the need for teamwork across all functions of the business. Good team effort ensures that the new product performs a needed function, is properly priced, is properly presented to prospective users, is available in quantity to meet demand, is properly packaged, and so forth. The most important relationship of commercial development is with corporate management or the top operating management of the company. New projects almost always involve a heavy drain of money, Particularly if new plant investments are needed. A lack of understanding of management concerning what is involved in the project is probably the major factor in poorly spent money, ineffective results, and poor morale among development groups. The problems of relationships between commercial development and the research and development function have been dealt with at length at meetings and in the literature of commercial development.
