The importance of corporate strategy in the product development: a proposal

Abstract

This article contains elements of strategic thinking that contribute to obtain

answers to questions such as : In which business are we? What can we do?

What can we offer? from within the company, which might constitute the

corporate strategy. This is intended to facilitate the identification of the market

niche, as well as to determine the type of product or service to be developed.

The information obtained by the company about itself, and about the

market, is the foundation of the development of a preliminary product brief,

which is the beginning of the product or service development. This work

contains, on the one hand, the first stage of the Methodological Proposal of

product development, which is the Corporate Strategy, on the other hand,

this is the result of some of the conclusions of the research project entitled

“Review of models of product development, in contrast to the model of

concurrent engineering “Studycase: Wood furniture sector of the Industrial

Sector in Boyaca”, which were developed by the author. The mentioned conclusions

express the need of strategic thinking from the process prior to the

product development task.