(11 pages of text)
The New Business Development unit is part of DSM, a Dutch globally operated chemical company. The unit looks for promising new ideas to develop into start-up businesses. Stamypor is a new project that the New Business Development unit is working on and the team leader of the project must decide if it should be developed into a start-up company. Students will apply their knowledge about new product development, new product evaluation, the stage-gate process, customer value, business models, and corporate venturing.
This case has been taught to undergraduates and executive MBA students in courses on innovation management. It gives students the opportunity to apply their knowledge about new product development and new product evaluation, the stage-gate process, customer value and value propositions, and business development and planning. In particular, the case facilitates a discussion of the following themes:
- The organization of new business development in large companies, and the development process from new idea to start-up company.
- The stage-gate process.
- Formulating a go or no-go decision.
- Project management uncertainty and the risk of project escalation.
Netherlands, Medium, 1999
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download