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Leadership Roles in Product Development

Part 5. Product Innovation and Management

  1. Abbie Griffin

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05010

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Griffin, A. 2010. Leadership Roles in Product Development. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. University of Utah, Salt Lake City, UT, USA

Publication History

  1. Published Online: 15 DEC 2010


While the R&D invention effort in a firm involved in the overall innovation process is typically led by an industrial inventor, the political acceptance process by a champion, and the formal new-product development process by a project manager or implementer, some projects are driven by an innovator: an individual who drives all three processes of invention, project acceptance, and implementation. This article reports how the individuals who gravitate toward each of these four specialists roles differ in their motivations, personality, and capabilities, as well as both in the tasks they undertake and the way they work. Thus, each should be managed differently.


  • innovator;
  • champion;
  • project manager;
  • inventor;
  • new-product development leader;
  • new-product development