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3、描述范畴选择的因素构成了第二类因素，影响着后续项目的表现。这些可以被进一步细分为如下因素：

1区域范畴的吸引力（例如，市场的需求，成长和规模，在区域范畴内技术的可操作性等）；

2公司的利用区域范畴的实力或能力（例如，在公司资源和新产品开发区域范畴内的适应和协调能力）。

在随后的分析中，我们可以把不同因素赋予权重——每个因素在“成功等式”中有多重要。这些因素和它们的权重我们如表1所示，我们用表1为选择争取的区域范畴提供的重要标准和权重。然而要告诫读者的是，这些权重来自一项研究，并作为指导或区域范畴选择的标准点。

六、创新章程的发展

很少人能否认有一个产品创新策略章程来指导公司新产品的取得成功的重要性。但如何去开发这样的章程？文章的其余部分着手处理建立PIC模型的艰难考验。一连串熟悉的概念：业务定义计划和投资组合战略模型，形成章程发展的基础。但这些模型已经在被整合和修改在一写书籍中，以适用于提供新产品的机会，而不是为了私人业务；进一步地说，我们已经从研究中纳入国家的需求，以帮助量化新产品开发的区域范畴。

6.1设定目标

为一个产品开发计划的设定目标是至关重要的，也是我们大多数人接受的前提。然而，我们的战略研究表明，许多企业实际上在他们的创新项目缺乏书面的，可衡量的目标。在创新章程中应包括哪些类型的目标？首先，目标应该是可衡量的，可量化的。其次，他们应该把新产品项目和整个公司战略结合起来。最后，他们必须给新产品团队的目的感，并帮助他们做出决定。在决定一个合理的新产品项目目标组合，考虑以下一些类型。

6.2目标角色

新产品的目标的一种类型，要聚焦于在实现企业目标过程中新产品所扮演的角色。例子包括：

1、在5年内，公司新产品销售额的百分比来自于这五年时期内推出的新产品。（五年是普遍接受的时间跨度，这五年内产品可以被认为“新”。）另外，可以说绝对销售额（第五年新产品的销售额），而不是相对销售或百分比。

2、企业第五年利润的百分比（总量，贡献，或净额），来源于在这5年的

跨度内已经推出的新产品。同样绝对美元可以用相对利润来代替。

3、另外，这些销售和利润目标，可表示作为企业成长的百分比。例如：70％的公司销售增长将来源于未来五年内推出的新产品。

原文:

Defining the New Product Strategy

Robert G Cooperrobert

Abstract—New products are critical to the growth and survival of most corporations. The new product strategy is the master plan that guides the product innovation efforts of the firm, and links new product development to the corporate plan. This article looks first at what a product innovation strategy is, its role in the corporation, and why an innovation strategy is essential to an effective new product program. Next, the article focuses on the development of a new product strategy, beginning with objectives and moving to arena selection. A matrix approach to arena definition and selection is used. Empirical data from research by the author is employed in the model to prioritize new product arenas.

INTRODUCTION

NEW products are central to the growth and prosperity ofthe modern corporation. Increasingly, progressive managementsrecognize that a new product or technology strategyshould be an explicit and central element of the corporatestrategy. This article is about new productstrategy at the corporate level—about the need for a newproduct strategy, and about defining and developing such astrategy.

THE IMPORTANCE OF A NEW PRODUCT STRATEGY

New product development and technology bear an integralrelationship to a company's strategic thinking by helping todefine the range of that company's choices . For manycompanies, new products and technologies have become theleading edge of corporate strategy, opening up new market andnew business opportunities. The rapid growth of countlessfirms in office-of-the-future, bioengineering, microelectronics,and robotics is evidence of the growth potential of awell conceived new product strategy. Similarly, many oftoday's corporate giants, such as Xerox, IBM, Polaroid, andTexas Instruments, were fledgling companies only decadesago, but became great because of new product choices madeby management in earlier years.

New product development and technology bear an integralrelationship to a company's strategic thinking by helping todefine the range of that company's choices . For manycompanies, new products and technologies have become theleading edge of

corporate strategy, opening up new market andnew business opportunities. The rapid growth of countlessfirms in office-of-the-future, bioengineering, microelectronics,and robotics is evidence of the growth potential of awell conceived new product strategy. Similarly, many oftoday's corporate giants, such as Xerox, IBM, Polaroid, andTexas Instruments, were fledgling companies only decadesago, but became great because of new product choices madeby management in earlier years. New product development and technology bear an integralrelationship to a company's strategic thinking by helping todefine the range of that company's choices . For manycompanies, new products and technologies have become theleading edge of corporate strategy, opening up new market andnew business opportunities. The rapid growth of countlessfirms in office-of-the-future, bioengineering, microelectronics,and robotics is evidence of the growth potential of awell conceived new product strategy. Similarly, many oftoday's corporate giants, such as Xerox, IBM, Polaroid, andTexas Instruments, were fledgling companies only decadesago, but became great because of new product choices madeby management in earlier years.

wheredo new products and product innovation fit in thecompany's overall plan? This role then is translated intospecific objectives for the new product program. Statementssuch as \1990, 30 percent of our corporatesales will come from new products—products that we willdevelop and launch in the next five years \are typicalobjectives found in the PIC.

? The PIC specifies the arenas in which the game will beplayed. That is, it defines the types of markets, marketapplications, technologies, and products that the newproduct program will focus on. These arenas provide afocus to the firm's product development program.

WHYHAVE A PRODUCTINNOVATION CHARTER AT ALL?

Developing a PIC is hard work. It involves many people,especially top management. Why, then, go to all the effort?Most of us can probably name countless firms that do notappear to have a master plan for their new product program.How did they get by?

Doing Business without an innovation Charter

Running an innovation program without a PIC like runninga war without a master military strategy. There's no rudder,there's no direction, and often, we don't end up where we'dlike to be.

A new product program without a PIC will inevitably leadto a number of ad hoc decisions made independently of eachother. New product and R&D projects are initiated solely ontheir own merits, with little regard to their fit into the granderscheme. The result is that the firm finds itself in unrelated orunwanted markets, products, and technologies.

Objectives: The Link to Corporate Strategy

What types of direction does a PIC give a firm's newproduct program? First, the objectives of a PIC tie the productdevelopment effort tightly to the firm's corporate strategy.New product development, so often taken for granted,becomes a central part of the corporate strategy, a key plank inthe company's overall strategic platform.

The question of spending commitment is dealt with bydefining the role and objectives of the new product program.Too often, the R&D or new product budget is easy prey inhard economic times. In some firms, R&D is viewed as softmoney—a luxury. But with product innovation as a centralfacet of the firm's corporate strategy, with the role andobjectives of product innovation firmly established, cuttingthis budget becomes less arbitrary. There is continuity to theresource commitment to new products.

The Arenas: Guiding the Game Plan

The second facet of the PIC, the definition of arenas, iscritical to guiding and focusing the new product efforts (seeFig. 1). The first step in the new product process is ideageneration. But where does one search for new product ideas?Unless the arenas are defined, the result is a scatter gun searcheffort, undirected, unfocused, and ineffective!

A second key step in the new product process is ideascreening. The first criterion for this early GO/KILL decisionis: \the proposed product fall within the company'smandate for its new product program?\the kind of market, product, andtechnology that we as a company have decided is fair game forus? Without a definition of fair game—arenas—good luck intrying to make an effective screening decision!

The definition of arenas also guides resource and manpowerplanning. If certain markets are designated top priority arenas,then the firm can acquire resources, skills, and knowledge tobe better able to attack those markets. Similarly, if certaintechnologies are singled out as arenas, the firm can hire andacquire resources