Product differentiation and market penetration in a competitive global market will continue to be dependent upon developing quality products. This paper describes the product differentiation and market penetration in a competitive global market will continue to be dependent upon developing quality products. It describes the process of introducing new products to the market-place and outlines one example of best practice for the development, production and support of new products, in a customer-focused manufacturing business. It discusses the implications for organization structure, teamwork and the application of information technology as a means of continuously improving the new product introduction process to secure a competitive advantage.
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Philip Charles Ruffles (2000) studied this question.