Product Definition Team

Abstract

This chapter describes a market-focused product planning process for high-tech companies and presents a solution to formalize and structure the responsibilities and makeup of the product definition team in order to ultimately help products reach marketplace success. Product planning and product definition are critical starting points for the delivery of any new product. In many companies there are recognized product development teams and product development processes, but often absent is a clear concept of a product definition team and a product planning process. This is the result of companies employing different strategies to plan, define, and develop products. Each strategy demands different areas of expertise and generates different dynamics, responsibility sets, and internal processes.