Firms compete in an increasingly omnichannel environment. Customers no longer travel a single linear path but traverse a complex map invoking many channels, firm-owned and external, seamlessly through integrated technology. The associated changes in consumer behavior and the ways that firms engage consumers have led many to reshape the way they innovate their product portfolios. This article presents a structured overview of some of the most striking changes to firms’ new product development (NPD) processes in B2C settings. Enlisting the classic NPD funnel, it describes how the omnichannel environment and its technologies affect speed and execution in each development stage. It illustrates key changes with examples from packaged goods, consumer technology, and fashion.

企业在日益多样化的环境中竞争。客户不再需要走一条线性路径，而是走遍复杂的地图，通过集成技术无缝地调用许多渠道，这些渠道包括公司拥有的和外部的。消费者行为的相关变化以及企业与消费者互动的方式导致许多人改变了其创新产品组合的方式。本文以结构化的方式概述了B2C环境下公司新产品开发（NPD）流程中一些最重大的变化。它采用经典的NPD渠道，描述了全渠道环境及其技术如何在每个开发阶段影响速度和执行。它通过包装商品，消费者技术和时尚等方面的示例说明了关键的变化。