個案總覽

Addresses the common mistakes made in new product development and launch. Many times customers' and suppliers' perceptions of the degree of product/market innovation do not match. One of them may view the innovations as a "breakthrough," but the other may view it only as an incremental improvement of an existing solution. Such a mismatch will inevitably lead to faculty commercialization. But even if the match is perfect, this note argues that breakthroughs and incremental new products require quite different new product development processes to enable commercial success.

Millipore, the worldwide leader in separations technology, was in the process of launching two key new products: one a liquid chromatography/mass spectrometer and the other a virus separation membrane. The case documents the product development and commercialization activities undertaken by the company.