Abstract
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 this process. The paper identifies the critical need for organizations to communicate effectively among different functional areas with respect to new products. A review of modeling techniques identifies the GRAI grid as an effective model for analyzing and improving cooperative business processes. The GRAI grid is set within the framework of a novel implementation methodology and subsequently is applied to the NPI process within the collaborating company. The paper concludes by reporting the substantial benefits gained.
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