Posted in Marketing and Strategy Terms, Total Reads: 530
Definition: Rugby Process
Rugby process is the process of product development in which the steps are not clearly defined and may be overlapping to certain extent with varying degree of overlap. The two main features of a rugby process that make it more efficient than the conventional sequential processes are speed and flexibility.
The six characteristics that impart these features of speed and flexibility to rugby processes are:
2. Self-organising project teams
3. Overlapping developmental phases
5. Subtle control
6. Organisation transfer of learning
The process is called so because like the game of rugby where the ball is passed within the team as it moves up the field in a unit, the product too is passed within different teams in the process of development.
Following the conventional approach a product would move like a relay race, moving from one team of functional specialists to another. It would go sequentially in different phases like concept development, testing, designing and production. But, under the rugby approach, the process is not as highly structured and is performed by multidisciplinary teams in overlapping phases.
For example, in the conventional approach product engineers would wait for the results of testing to help them guide designing the product, but in case of the rugby approach the product engineers would start designing and then work with the market testing team as and when the required data is gathered to make changes.