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Developing successful new products has always been challenging for companies. Today, a host of new factors are making it even more difficult for organizations to conceive of and bring to market profitable new products that help them achieve high performance. However, Accenture's research and client work have identified a number of companies for which product development is a major competitive differentiator and strong growth driver. These product development leaders excel in embedding the voice of the customer into their new products (often through the use of open innovation); adding new features and characteristics to their products early in the process to minimize risk, enhance efficiencies and increase the chance of product acceptance.
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