New Product Development in an Omnichannel World

Final Article Review
Student's Name
Institutional Affiliation
Instructor
Date
Summary
The Authors' Point
Gallino and Rooderkerk's (2020) essay "New Product Development in an Omnichannel World" discusses how omnichannel commerce has impacted companies' new product development (NPD) strategies. It clarifies the opportunities and difficulties of NPD in an omnichannel society. According to the authors, the seamless coordination of offline and online platforms has changed customer behavior, necessitating the adoption of agile NPD strategies by businesses consistent with omnichannel retailing features. The authors strongly emphasize the value of efficient channel coordination, tailored experiences, and quick response. They also offer advice on how to use supply chain mobility, feedback from consumers, and analytics of data to increase NPD in an omnichannel environment.
Support
My View
I agree with the author's claim that omnichannel commerce has considerably influenced NPD strategies. The distinction between physical and digital retail has become vague due to the merging of online and offline channels, forcing businesses to mod...