Managing new product development

Abstract

The initial pressure on our system tends to come from, first, the market, then possibly marketing and, finally, many times from research and development. The combination of all three places a great deal of pressure on the ability of those within new product development (NPD) to actually deliver. This is where the approach known as ‘critical chain’ enters the argument. The approach was first described by Goldratt in his book Critical Chain (1997). It is not the intention to repeat here what I have already written or writings by other authors such as Larry Leach (2000) and Rob Newbold (1998). The technical detail of critical chain has been covered in great detail by them and needs no great introduction here.

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