Development project selection is a key link between company strategy and the development of new products. Project selection is an integral part of the overall product development process and should be done systematically. The case presents a company where project selection is divorced from strategy and performed ad hoc.
The case aims to understand the strategic implications of project choice. Firms often do not have criteria for project selection; the case discussion helps managers to understand the strategic implications of their own decisions better. In addition, the structure of a systematic process of project choice is outlined.