COLIN Co.: New Product Development
COLIN, a producer of garment care products headquartered in Santa Barbara, California, was working with a large U.S. retailer to produce the Bristol, an innovative garment steamer that the retailer wanted to launch for the 2017 U.S. Thanksgiving season. To meet that deadline, COLIN would have one month less than was typically needed to launch a new product. This launch date left COLIN with limited time for research and development, manufacturing, and marketing. Several managers at COLIN met to discuss the project, including how to choose the suppliers, whether to continue with an original equipment manufacturer model or move to an original design manufacturer model, how to ensure the product could be launched on time, and whether to use any of COLIN'S own core technologies. To make their decision, the managers needed to analyze several complicated issues.