2.7 TECHNOLOGY DIFFUSION

The diffusion of information through the company needs to be encouraged if the project is to be successful, particularly in product commercialisation and product launch.

This means company involvement throughout the project:

      Participation in review meetings of marketing, product development,
      production, engineering and perhaps the advertising agency, so
      that product concepts, attributes and consumer expectations can
      be established and refined as the project proceeds.

      Increasing involvement of production, quality assurance and
      marketing personnel in the third and fourth stages, as they are
      gradually taking on the responsibility for the project.

      Organising specific training or familiarisation sessions for
      production and sales personnel, developing procedures for the
      new or modified process, and advising merchandising staff about
      the product features.

      Developing production specifications, quality assurance
      programmes and marketing strategies. Development of these
      methods and controls prior to production and marketing
      necessarily involves the product development staff and the people
      who will produce the product to ensure a seamless transfer from
      one group to the other.