Developing new products today involves a chain of daunting new challenges. They include shorter product cycles, unforeseen competition, mass standardization and more narrowly focused customization. This is disrupting business models across industries, says G. K. Prasanna, a senior vice president at Wipro Ltd. To thrive in this new world, companies must build “innovation prowess,” says George Day" href="https://marketing.wharton.upenn.edu/profile/186/" target="_blank">George Day, a Wharton marketing professor. The two suggest solutions to innovation challenges in this white paper, part of a Future of Industry series produced by Knowledge@Wharton and sponsored by Wipro.
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MLA"Navigating the White-water World of New Product Development." Knowledge@Wharton. The Wharton School, University of Pennsylvania, 03 February, 2014. Web. 29 April, 2016 <http://knowledge.wharton.upenn.edu/article/navigating-white-water-world-new-product-development/>
APANavigating the White-water World of New Product Development. Knowledge@Wharton (2014, February 03). Retrieved from http://knowledge.wharton.upenn.edu/article/navigating-white-water-world-new-product-development/
Chicago"Navigating the White-water World of New Product Development" Knowledge@Wharton, February 03, 2014,
accessed April 29, 2016. http://knowledge.wharton.upenn.edu/article/navigating-white-water-world-new-product-development/