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Case Study and Executive Summary

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Pat argues that the new product is the key to success for the company. She believes that the company has the ability to bring this product to market and that there is a market for this product. Pats arguments are unsound. She has not taken the time to understand the development process. As well, Pat has not tested the market and is basing her opinions about the products potential on a test survey about a theoretical product, not even a prototype. Her arguments are emotional in nature. She is new and this is her opportunity to make a big splash. As well, the retail iScanner is her idea so she had an inherent emotional attachment to it

Kelly argues that the other managers do not understand the product development process. He takes the view that his department is already overworked and therefore cannot possibly deliver this product in the time frame requested, much less on budget. The product, Kelly contends, is not feasible and needs to be reworked. His arguments are sound he has the requisite knowledge of product development to make this judgment. There is an emotional element to his arguments, too, however, which have detracted from