- 1、本文档共10页,可阅读全部内容。
- 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
- 5、该文档为VIP文档,如果想要下载,成为VIP会员后,下载免费。
- 6、成为VIP后,下载本文档将扣除1次下载权益。下载后,不支持退款、换文档。如有疑问请联系我们。
- 7、成为VIP后,您将拥有八大权益,权益包括:VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
- 8、VIP文档为合作方或网友上传,每下载1次, 网站将根据用户上传文档的质量评分、类型等,对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档
查看更多
The best performers
organize around
four separate
development
missions
New products and
line extensions
require di?ferent
processes and
di?ferent
performance
metrics
A common mistake:
not setting priorities
across product
groups
THE McKINSEY QUARTERLY 1997 NUMBER 2 91
OVER THE PAST DECADE, many packaged goods
companies have been able to increase their
earnings without substantially increasing their
unit volumes. They have achieved this by raising prices,
improving productivity, cutting product costs, and
simplifying promotions. Meanwhile, most product
development activity has focused on line extensions
rather than on new products. Unfortunately, this
approach is now failing to deliver the expected proTts.
In the next few years, overall packaged food and
beverage sales are expected to grow by less than 2
percent D and most of this growth is likely to come from
non-traditional food service channels. With food and
beverage expenditure virtually ?at, competition among
producers is sure to intensify. We believe that success
will increasingly be determined by a player?s ability to
expand sales through new product development and
commercialization. To test this belief, we conducted a
joint study with 13 packaged food and beverage
companies to see how they go about developing and
commercializing new products, and how their
performance compares (see text panel).
Our research shows thatmost companies need to decide
what role product development should play in achieving
their overall business goals, and to set clear, output-
oriented aspirations for product development and
John Cook is a director and Pantelis Georgiadis is a consultant in
McKinsey?s Chicago o?Tce. Copyright ? 1997 McKinsey &
Company. All rights reserved.
John D. Cook
Pantelis A. Georgiadiscommercialization (PD&C).Once a company has established a clear objective,
it should assess its level of performance in those dimensions that appear to
distinguish themost capable companies fromthe rest, and incorporate pr
文档评论(0)