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108 Companies 22 manufacturers appropriate arrangement assigned companies have new-product company's considerations consumer products corporate and divisional corporate level creativity current sales decisions director Division A Division divisional level divisionalized companies example executives surveyed firm food company functional departments group level handled industrial products innovation kind last five locate prime major market needs marketing department marketing vice president marketplace new-business venture group new-product activities new-product development new-product ideas new-product organization new-product planning new-product projects new-product responsibilities new-products committee new-products effort new-products program new-products task force objective operating divisions percentage figures personnel planning and development prime coordinating responsibility prime responsibility problems product development products introduced project team R&D department regarding regular product managers Regular Staff Product Reported Disadvantages reporting executives responsibility for new-product result risk sales are attributable says senior management separate new-products unit Special Products Group specialists specialized new-products task Staff Product Managers success Table technical