New Category-Product Development

Product development is facing a fundamental challenge. Companies that used to develop new products for traditional market categories realize that it is not enough anymore. The path for sustaining competitive advantage must go also through the creation of New Category-Products - products that combine proven core competencies with new ones, for addressing the needs of innovatively categorized customer segments.

The New Category-Product Development (NCPD) Package turns a linear and sequential development process into a flexible concept-centric one. Designers, planners, marketers and operators share insights and understandings through the creation of a shared concept-centric development platform. This unique platform enables companies to keep their product options open longer and act on new information about customers, markets, suppliers and production capabilities later in the development process. As a result, the perceived relevance of the new category product by its target market is dramatically enhanced.