An innovative approach for using the GRAI methodology for reengineering the new product introduction process

This paper represents the culmination of a four-year ethnographic research project in a leading U.K. manufacturing company. A number of organizational deficiencies in the new product introduction (NPI) process are identified. Proposals subsequently are implemented that enhance the effectiveness of t his process. The paper identifies the critical need for organizations to co mmunicate effectively among different functional areas with respect to new products. A review of modeling techniques identifies the GRAI grid as an ef fective model for analyzing and improving cooperative business processes. T he GRAI grid is set within the framework of a novel implementation methodol ogy and subsequently is applied to the NPI process within the collaborating company. The paper concludes by reporting the substantial benefits gained.