A Study Of The Risk-Control In The Process Of New Products Development During The Strategy Adjustment In Jinan Iron And Steel Stock. Ltd

Over the years, the development strategy of Jinan Iron and Steel Stock. Ltd (for short: JIGANG) has been focused on cost leadership strategy. With the changes of domestic business environment and the imitation of strategic competitors to imitate, competitive advantage of the company is recession in recent years. From 2003, JIGANG adjust its strategy, from the single cost leadership strategy to the strategy of cost leadership and differentiation, and increased the intensity of the new products development.But we nead realize: development of new products is a high-yield but high-risk activities for a company. So JIGANG face considerable market risks in the process of strategy adjustment, and must study how to avoid risk of new product development.This paper explains breify the background,aim and meaning of this study, summarizes the correlative theory of new product development and its risk control ,introduces the current situation of JIGANG's produce and its step of strategy adjustment, analyses overall environment, trade environment and enterprises ability .This paper point out there exist technique ,market and finance risk in JIGANG new product development process. Also suggest the response ideas about how to avoid the risk of new product development, that is, from aspects of change marketing idea, strengthen knowledge management, enhance the dynamic enterprises ability and so forth to circumvent the possible risks in the development of new products.