6.1.1 Basic philosophy and understanding

     Belief in product development as a major business strategy.

     Understanding emerging worldwide technologies, in-depth knowledge
        of technologies.

     Understanding the transformation of technologies into
        want-satisfying products, intimate understanding of changing
        consumer needs.

     Developing a creative climate, creating spontaneous teamwork.

     Patience, realising that innovations take time, going through cycles
        of success and failure, and that management has to aid and direct them
        to the end of product success.

     Recognising the need for skills in systematic decision making and
        risk- taking.

These are still essential elements in product development that have continued to demonstrate their significance over a great diversity of situations and times, not to mention fashions!

Unless management, especially top management, believes that product development needs knowledge of technology and consumer, and of their optimum relationship, then product development will stumble. Having recognised these basic knowledge needs, they have also to recognise that there needs to be a creative atmosphere and time to reach product success.

Lastly they have to believe that the success of product development depends on their decision making, its quality and timeliness (Lord, 2000).