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Validation (Phase 5)
Book chapter

Validation (Phase 5)

David L. Rainey and Edward D Arnheiter
Product Innovation, pp 514-547
14 Jun 2005
DOI: https://doi.org/10.1017/CBO9780511541230.017

Abstract

IntroductionValidation is an integral part of the new-product development (NPD) process. It is embedded within the NPD process and serves as a mechanism to verify that the decisions are appropriate and in line with objectives and expectations. The reviews at the end of each phase and the Validation Phase itself are the main methods for improving the probability that positive outcomes will be achieved.During the Validation Phase, decisions made during design and development are evaluated and tested to ensure that the new product meets customer and stakeholder expectations. The validation process includes examining the most significant elements of the NPD program, proving that the product meets specifications, and reducing defects and burdens.The reduction of uncertainties during the Validation Phase provides management and practitioners with the confidence that critical success factors have been duly considered and that barriers to implementation have been mitigated. The Validation Phase focuses on major risk-reduction methods that require time, effort, and money to complete. Such methods are usually necessary for obtaining management's commitment to fund the Pre-commercialization Phase and Launch. The Validation Phase provides evidence that the potential of the new product is worth the investment and that there are no undue concerns about spending the money to launch the product. This is particularly appropriate where most of the investment is incurred just before commercialization, or if there are significant strategic, market, technical, or financial risks and uncertainties. For example, non-durable consumer products require a significant expenditure in advertising during the Pre-commercialization Phase.

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