Implementation of New Products - Essay Example

Increased competition due to globalization is creating pressure for Johnson and Johnson to increase the flow in its product pipeline and it is finding the old strategy of taking over small companies producing innovative products insufficient now to meet its objectives moreover such companies are becoming increasingly harder to find

Strategies for Implementation: the below-mentioned strategies should be implemented simultaneously.

Internal to the Organization

Creating Liasoning agents and Integrators within the organization: since the organization has formal structures the first step towards becoming a learning organization is to increase communication and coordination between departments and units, initially it needs to assign liaisoning and integrating jobs to personnel and gradually move on to create a task force and teams.

Team Development: members from each unit/department should be identified to form a task force. This task force should regularly meet and set goals and monitor results regarding the solution to the current challenge being faced by the organization.

New Product Development Unit: Johnson and Johnson can employ people from outside or motivate people from within the organization to join the unit. The unit can be headed by motivated intrapreneurs.

Market Intelligence and Information Distribution System: Johnson and Johnson should improve its existing or if not already existing, it should set up sound market intelligence and distribution systems. The unit should collect information on consumer preferences, competitor activities, and upcoming technologies and share it with all the unit managers to gear up the whole organization to increase the flow in its product development pipeline.

External to the Organization:

 Monetary and Technological Help to promising startup companies and entrepreneurs: since the company is finding it hard to find more and more startup companies producing innovative products which it can take over, it can provide money and technological help to promising entrepreneurs who are willing to give the patent rights of new products developed to Johnson and Johnson and also return on investment.