Full citation

Silvester, K.J., Durgee, J.F., McDermott, C.M., & Veryzer, R.W. (2002). Perspective: Integrated Market-Immersion Approach To Teaching New Product Development in Technologically-Oriented Teams. Journal of Product Innovation Management, 19(1), 18-31.

Format: Peer-reviewed article

Type: Experience

Experience level of reader: Fundamental

Annotation: This article discusses the in depth curriculum of a MBA course designed to teach students the New Product Development Process from start to finish, where the students are actually partaking in the New Product Development Process based on Coopers Stage Gate model. Many methods and tips of the New Product Development process are discussed as well as the lessons learned over the 10 year evolution of the course.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees), University

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

Primary Findings


  • Assemble market structure maps to have visual representation of the competitive environment, including competing companies, products, target market segments, and external forces affecting markets. This can help identify market opportunities.
    Occurrence of finding within the model: Step 2.2, Step 1.2
  • Examples of idea generation; wildest idea - brainstorming without limitations, morphological analysis - combining different features from different products, metaphor use - use an adjective that describes an unmet consumer need and then apply that adjective to an existing product solution to come up with a new product for the unmet need.
    Experiential. Common techniques used by students of this MBA course.
    Occurrence of finding within the model: Step 1.3
  • Consider conducting a name-testing survey on a small number of possible product names. The survey questions should identify how well each name rates on uniqueness, memorability and applicability to the value proposition.
    Occurrence of finding within the model: Tip 7.27
  • Develop the Communications Mix, including press releases, trade shows, public relations, promotions, media ads and others.
    Occurrence of finding within the model: Step 7.10
  • Construct a Critical Path Analysis which specifies a schedule of events and dates with required timing for all production and marketing activities to be completed by launch.
    Occurrence of finding within the model: Step 7.10, Step 7.4