Product Development and Commercialization

Product development includes not only the creation and launch of new products but also modification or updates to existing products and initiatives to introduce changes to the overall development program including quality improvements, reduction of time to market, enhanced collaboration with suppliers, plant modernization and technology updates.  Regardless of the focus the goal of the product development process should be to find new and innovative ways to meet customer needs that are not currently being served by the company.  Successful product development is essential for launching a company and for ensuring that the company continues to survive and prosper as competitive conditions and customer requirements change over time, and while a good deal of product development efforts focus on building the company’s existing product line they can also be used to vault the company into an entirely new set of activities, markets and/or industries.  In many industries product development is a core competency that must be acquired and nurtured in order for a company to remain in business and companies have come to realize that they must commit a substantial amount of their investible R&D funds to new product development.  No one academic or organizational discipline can claim complete ownership of product innovation and it has attracted the interest of researchers whose primary focus includes economics, engineering, manufacturing, marketing, operations research and organizational behavior.



Traditional Product Development Process

Product Development for Global Markets

Lean Product and Customer Development

Sustainable Product Development

Research and Development



Introduction to Sales and Distribution Activities

Organization and Management of the Sales Function

Sales and Distribution Arrangements and Contracts

Customer Service and Support


Online Marketing and Sales Activities


Product Development and Commercialization: A Handbook for Sustainable Entrepreneurs

Research Papers

Determinants of Product Innovation

Product Development Global Survey (2017)

Additional Materials


Business Counselor Institute



Organizational Strategies and the Sales Function

Product Life Cycle Management – Guide to New Product Development

Product Manager Handbook

Sales Force Organization

Sales Leadership, Management and Supervision

Sales Organization Structure and Sales Force Deployment

Legal Compliance Checkups: Business Clients

Business Counselor’s Law & Compliance Practice Manual

Chapters or Articles in Books

Strategic Challenges and Change for Supply Chains

Articles in Journals

Developing Sustainable Products and Services

Green Supplier Selection Decision

Is It Real – Can We Win – Is It Worth Doing?

Issues in Supply Chain Management

Managing Technology Development Projects

Supply Chain Management – Theory, Practice and Future Challenges

Sustainable Manufacturing and Design

Vendor Management – Critical Component of Privacy Compliance

Theses and Dissertations

Business Analysis Process of New Product Development

Foundation for Sustainable Product Development

Managing R&D Processes


Behind Every Great Product – Role of the Product Manager

Best Practices in New Product Development

Designing Products and Services with Sustainable Attributes

Global Supply Chain Management

Product and Service Innovation in SMEs

Sales Agent versus Company Sales Force

Sales Forces Strategies for a Competitive Advantage

Small Firm Innovation in Non-Clustered Regions

Sustainable Products

Top 12 Product Management Mistakes

Government and Other Public Domain Publications

Cradle-to-Cradle Certified Product Standard

OECD Sustainable Manufacturing Toolkit

Sustainable Procurement Guide

Online Databases

Business Transactions Solution


West Legal Ed Center:  Click here for list of all programs presented by the Business Counselor Institute, an affiliate of the Sustainable Entrepreneurship Project, on West Legal Ed Center. Programs relating to product development and commercialization include several videos prepared for the Beyond the Bar training initiative and the following webinars (available on demand):

Business Counselor Institute on West Legal Ed Center

  • Supply Chain Management (11.2014)

Beyond the Bar Training Programs

  • Product Development
  • Counseling the Research and Development Function
  • Counseling the Purchasing Function
  • Counseling the Manufacturing Function
  • Counseling the Sales and Distribution Function