"Product development is a process that, like any other, is both manageable and improvable. Next Generation Product Development introduces and examines the newest generation of product development practices, in which the focus has changed from reducing time-to-market to managing and improving productivity, i. e. developing more new products than your competitors with a lower investment of valuable firm resources. " "This guide for R&D executives and managers is also important for anyone looking to understand and utilize "new generation" product development management practices. "--BOOK JACKET.