Twenty-five years ago, few people were aware of the impact that the internet and associated digital technologies might have on our lives, and the way we behave, communicate and trade. 

The internet has affected many aspects of marketing, and product development is no exception. Two fundamental changes affect the PLC: ‘permanent beta’ and the big bang. 

Companies finding that the traditional product development lifecycle is taking too long before a product can reach the market have now adopted the ‘permanent beta’. While some traditional products still require a formal development process, particularly where safety, warranty or legality is concerned (e.g. cars, aircraft, electrical goods), services and digital products can be released ahead of their final version.......

Questions:

1. What are the implications of big-bang disruption for a firm launching new technology products? 

2. Discuss the extent to which the lifecycle of physical products is influenced by the big bang. 

3. How might the digital technology landscape affect product development in the future?