Skip to content
Product cover

The Art of Managing New Product Transitions

April 1, 2007 | Prof. Feryal Erhun feryal.erhun@stanford.edu, Prof. Paulo Gon̤alves paulog@miami.edu, Mr. Jay Hopman jay.hopman@intel.com | Marketing
Faster time to market and shorter product life cycles are pushing companies to introduce new products more frequently. While new products can offer tremendous value, product introductions and transitions pose enormous challenges to managers. In studying product introductions, the authors found that a common handicap was the lack of a formal process to guide managerial decisions. Drawing from research at Intel and examples from General Motors and Cisco Systems, the article develops a process to facilitate decision making during new product transitions. The proposed process analyzes the risks impacting a transition, identifies a set of factors across departments tracking those risks, monitors the evolution of these factors over time, and develops playbook mapping scenarios of risks and responses. The process helps level expectations across the organization, lessens the chance and impact of unanticipated outcomes, and helps synchronize responses among different departments. It assists managers in designing and implementing appropriate policies to ramp up sales for new products and ramp down sales for existing products, balancing the supply and the demand for both so that combined sales can grow smoothly.
Purchase Options

Educator and Student Discounts Available. Learn more »

  BENCHMARKS  
Loading Time: Base Classes  0.0005
My Controller Construct  0.0003
Build Nav  0.0005
Controller Execution Time ( Products / Route )  0.1118
Total Execution Time  0.1123
  GET DATA  
No GET data exists
  MEMORY USAGE  
1.5647 MB
  POST DATA  
No POST data exists
  URI STRING  
store/the-art-of-managing-new-product-transitions
  CLASS/METHOD  
products/route
  DATABASE:  MITSLOAN_DEV   QUERIES: 68  (Hide)
0.0024  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0003  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0011  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0008  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0008  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0007  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0034  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0010  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0011  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0015  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0006  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0044  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '2f029c39e365ecb0b1439e0a423aa53a'
ORDER BY `created_at` DESC 
0.0004  

SELECT SQL_CALC_FOUND_ROWS cat_id
FROM (`product_categories`)
WHERE `status_id` =  'A'
AND `url_friendly` =  'the-art-of-managing-new-product-transitions'
AND `parent_id` =  1 
0.0118  

SELECT c.parent_id, c.format_id
                    FROM products AS p, products AS c
                    WHERE p.prod_id = c.parent_id AND
                        c.avail_id IN ('A','B','D') AND
                        c.type_id = 'V' AND
                        (
                            c.sku = 'the-art-of-managing-new-product-transitions' OR
                            if(c.format_id = 'Certificate', '', p.url_friendly) = 'the-art-of-managing-new-product-transitions'
                        )
                    LIMIT 1 
0.0015  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  1213 
0.0006  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '1213' 
0.0015  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '1213'
ORDER BY `sort` ASC 
0.0036  

SELECT `cat_id`
FROM (`product_categories__products`)
WHERE `prod_id` =  '1213' 
0.0004  

SELECT *
FROM (`product_flags__products`)
WHERE `prod_id` =  '1213' 
0.0006  

SELECT `sku`
FROM (`products__xsell`)
WHERE `prod_id` =  '1213'
ORDER BY IF(position = 0, 1, 0) ASC , `position` 
0.0450  

SELECT `products`.`parent_id`
FROM (`transaction_lines`)
JOIN `products` ON `products`.`sku` = `transaction_lines`.`sku`
JOIN `product_categories__products` ON `products`.`parent_id` = `product_categories__products`.`prod_id`
WHERE `products`.`avail_id` =  'A'
AND TO_DAYS(transaction_lines.updated_at) < (TO_DAYS(NOW()) - 90)
AND `product_categories__products`.`cat_id` IN ('247') 
GROUP BY `products`.`parent_id`
ORDER BY COUNT(*) DESC
LIMIT 6 
0.0002  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '1211' 
0.0002  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '1211' 
0.0003  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '1211'
ORDER BY `sort` ASC 
0.0007  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '305' 
0.0002  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '305' 
0.0017  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '305'
ORDER BY `sort` ASC 
0.0001  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '1325' 
0.0002  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '1325' 
0.0003  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '1325'
ORDER BY `sort` ASC 
0.0004  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '523' 
0.0003  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '523' 
0.0007  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '523'
ORDER BY `sort` ASC 
0.0010  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '3987' 
0.0006  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '3987' 
0.0003  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '3987'
ORDER BY `sort` ASC 
0.0001  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '339' 
0.0004  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '339' 
0.0004  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '339'
ORDER BY `sort` ASC 
0.0003  

SELECT SQL_CALC_FOUND_ROWS media_id, position
FROM (`media`)
WHERE `foreign_key_table` =  'products'
AND `foreign_key_column` =  'prod_id'
AND `foreign_key_value` =  '1213'
AND `kind` =  'image_600x600'
ORDER BY IF(position = 0, 1, 0) ASC , `position` 
0.0002  

SELECT *
FROM (`media`)
WHERE `media`.`media_id` =  '592' 
0.0005  

SELECT *
FROM (`mime_types`)
WHERE `mime_types`.`extension` =  'jpg' 
0.0001  

SELECT *
FROM (`media_metadata`)
WHERE `media_id` =  '592' 
0.0003  

SELECT SQL_CALC_FOUND_ROWS media_id, position
FROM (`media`)
WHERE `foreign_key_table` =  'products'
AND `foreign_key_column` =  'prod_id'
AND `foreign_key_value` =  '1213'
AND `kind` =  'gallery_image'
ORDER BY IF(position = 0, 1, 0) ASC , `position` 
0.0003  

SELECT *
FROM (`products`)
WHERE `avail_id` IN ('A', 'B', 'C', 'H') 
AND `parent_id` =  '1213'
AND `type_id` =  'V'
ORDER BY IF(position = 0, 1, 0) ASC , `position`, `title` 
0.0003  

SELECT `c`.`format_id`, `c`.`price`, `c`.`sale_price`
FROM (`products` AS c)
WHERE `c`.`prod_id` =  '1214'
LIMIT 1 
0.0004  

SELECT SQL_CALC_FOUND_ROWS media_id, position
FROM (`media`)
WHERE `foreign_key_table` =  'products'
AND `foreign_key_column` =  'prod_id'
AND `foreign_key_value` =  '1214'
AND `kind` =  'thumbnail'
ORDER BY IF(position = 0, 1, 0) ASC , `position` 
0.0003  

SELECT `product_categories__products`.`cat_id`
FROM (`product_categories__products`)
JOIN `product_categories` ON `product_categories__products`.`cat_id` = `product_categories`.`cat_id`
WHERE `product_categories__products`.`prod_id` =  '1213'
AND `product_categories`.`parent_id` =  1
AND `product_categories__products`.`cat_id` NOT IN (1, 261)  
0.0006  

SELECT `cat_id` AS id, `parent_id` AS parent, `status_id`, `name`, `description`, `url_friendly`, `page_title`, `meta_keywords`, `meta_description`, `position`, `updated_at`
FROM (`product_categories`)
WHERE `cat_id` != 1
ORDER BY `parent_id`, IF(position = 0, 1, 0) ASC , `position`, `name` 
0.0003  

SELECT *
FROM (`product_categories`)
WHERE `status_id` =  'A'
AND `parent_id` =  1
AND `cat_id` NOT IN (1, 261) 
ORDER BY `name` 
0.0003  

SELECT *
FROM (`site_settings`)
WHERE `option_key` =  'announcement' 
  HTTP HEADERS  (Show)
  SESSION DATA  (Show)
  CONFIG VARIABLES  (Show)