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      Next-generation Stage-Gate systems are proving more flexible, adaptive and scalable.

                                                                Robert G. Cooper

OVERVIEW: The Stage-Gate® system introduced in the                          football, Stage-Gate is the playbook that the team uses
mid-1980s has helped many firms drive new products to                        to drive the ball down the field to a touchdown; the stag-
market. But leaders have adjusted and modified the                           es are the plays, and the gates are the huddles. The typi-
original model considerably and built in many new best                      cal Stage-Gate system is shown in Figure 1 for major
practices. They have made the system more flexible,                          product development projects.
adaptive and scalable; they have built in better gover-
nance; integrated it with portfolio management; incor-                      With so many companies using the system, invariably
porated accountability and continuous improvement;                          some firms began to develop derivatives and improved
automated the system; bolted on a proactive front-end or                    approaches; indeed, many leading firms have built in
discovery stage; and finally, adapted the system to in-                      dozens of new best practices, so that today’s stage-and-
clude “open innovation.” All of these improvements                          gate processes are a far cry from the original model of 20
have rendered the system faster, more focused, more ag-                     years ago. Here are some of the ways that companies
ile and leaner, and far better suited to today’s rapid pace                 have modified and improved their idea-to-launch meth-
of product innovation.                                                      ods as they have evolved to the next-generation Stage-
                                                                            Gate system (3).
KEY CONCEPTS: Stage-Gate, next-generation Stage-
Gate, idea-to-launch process, best practices.
                                                                            Focus on Effective Governance
The Stage-Gate® process has been widely adopted as a
guide to drive new products to market (1,2). The original                   Making the gates work
Stage-Gate model, introduced in the mid-1980s, was                          Perhaps the greatest challenge that users of a stage-
based on research that focused on what successful proj-                     and-gate process face is making the gates work. “As
ect teams and businesses did when they developed win-                       go the gates, so goes the process,” declared one ex-
ning new products. Using the analogy of North American                      ecutive, noting that the gates in her company’s pro-
                                                                            cess were ineffectual. In a robust gating system, poor
                                                                            projects are spotted early and killed; projects in trou-
Robert Cooper is emeritus professor at the DeGroote                         ble are also detected and sent back for rework or redi-
School of Business, McMaster University, Hamilton, On-                      rect—put back on course. But as quality control check
tario, Canada. He is also ISBM Distinguished Research                       points, the gates aren’t effective in too many compa-
Scholar at Penn State’s Smeal College of Business Ad-                       nies; gates are rated one of the weakest areas in prod-
ministration and president of the Product Development                       uct development with only 33 percent of firms having
Institute. He has won two Maurice Holland awards                            tough, rigorous gates throughout the idea-to-launch
for the best paper published in Research-Technology                         process (4).
Management (“New Products: What Distinguishes the
Winners,” in 1990, and “Debunking the Myths of New
                                                                            Gates with teeth
Product Development,” in 1994) and has published over
100 articles and six books. A thought leader in the field                    A recurring problem is that gates are either non-existent
of innovation management, he is a Fellow of the Product                     or lack teeth. The result is that, once underway, projects
Development Management Association, and creator of                          are rarely killed at gates. Rather, as one senior manager
the Stage-Gate new product process used by many firms.                       exclaimed, “Projects are like express trains, speeding
He received his Ph.D. in business administration from                       down the track, slowing down at the occasional station
the University of Western Ontario.                                          [gate], but never stopping until they reach their ultimate;                                  destination, the marketplace.”

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