Rapid product development.
Chong, Hung Hiong.
Date of Issue1996
College of Business (Nanyang Business School)
General industry trend is toward rapidly shrinking product development cycle times with accelerating rates of new-product introductions. In a highly competitive environment where market response time becoming faster and consumer expectations for product quality and variety continue to expand, rapid product development becomes a critical success factor towards a sustainable competitive advantage.
NANYANG TECHNOLOGICAL UNIVERSITY