Dr Chirag Madhukar Buch, Senior Research Director and Head of Innovation, Ipsos MENAFor long, the Stage Gate process has been the guiding light for corporates wanting to drive product innovation in the industry. The gates were well defined and told exactly what had to be done and in what sequence.
Most large organisations had a playbook that clearly highlighted the process along with the role of market research in identifying, testing or validating innovation opportunities. However, there were challenges with this approach
It was expected to be linear and rigid – most stage gates are linear in nature i.e. only when one gate has been passed, the next opens. A successful idea generation exercise opens Concept development, a winning concept paves the way for product deve
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