Recognition and use of PDMA's certification program is growing, as more and more corporations use it to train their new product development managers. Recent conversations with users revealed why they support PDMA's New Product Development Professional (NPDP) certification program for their people. The benefits of NPDP varied by organization but all agreed that the value was there for them. The acid test of the value of NPDP certification was when the executives were asked if they would have still support certification in these recent difficult times, the answer was a resounding "Absolutely yes!" Comments ranged from the certification program "Is a key to advancement and greater acceptance " to the fact that it "Helps us differentiate ourselves" and "It is one of the best things we have ever done."

Like any other investment in life if you want to get a return, you need to take action now. Over 50 individuals with their companies' leadership and support have made the investment and already receiving a professional return on their efforts. Questions about NPDP certification? When is the next exam and review workshop? What are do I need to do? Please go to the to the newly redesigned NPDP home page at the PDMA website. Here are comments from top executives at four corporations that are using PDMA's certification program.

Cingular Wireless, Atlanta GA

Almost two years ago in the summer of 2001 Cingular Wireless of Atlanta, GA started a program to get many of their individuals active in new product development certified as New Product Development Professionals (NPDP). The objectives of this initiative were to develop a common NP foundational language, improve the internal professional image internally of the department in this newly formed company and establish realistic professional expectations for individuals. By the end of the year 14 individuals had been NPDP certified. Today, after almost two years, Jeff Schlueter, NPDP, Executive Director, Product Management, who is the executive responsible for approving the training, has this to say: "After a dynamic two years in the telecommunication industry the majority of the individuals certified are still active in New Product Development with Cingular Wireless." Schlueter says the certification program has been good for "expanding the knowledge (NPD) for use in other parts of the company." Schleuter also stated "our NP development process has been strengthened and gained greater acceptance within the organization because of certification." When asked if he would have done the same thing regarding NPDP certification today based on what has transpired during the last two years Schleuter said, "Absolutely!"

Integrated Development Enterprise, Inc. (IDe®), Concord, MA

Has NPDP certification helped Integrated Development Enterprise, Inc. (IDe®)? "Yes it has," says Curtis Spear, NPDP, Vice President, Services. Over a year ago IDe embarked on a program to assist anyone within the organization who wanted to achieve NPDP certification. Twenty individuals responded to this opportunity. Individuals from almost every department§sales, marketing, customer service, program management and customer support§participated in the NPDP certification program. Preparing to take the exam helped individuals achieved a greater breath and depth of NPD knowledge than what was immediately required for their specific jobs.

Spear said, "certification was one of the best things we have done in developing our people." Asked to identify the business benefits, he said, "during the critical implementation phase of our ID web® NPD software system, the credibility of IDe personnel having the NPDP certification has helped us quickly build a positive team environment with the client."

Would he have done the same thing regarding NPDP certification today, based on what has transpired during the last two years? "Absolutely!" That's a word that has been used before to describe the decision of a corporation in support of NPDP certification, even in these difficult times.

"IDe uses NPDP certification to differentiate ourselves from the competition," according to Spear. "It shows our commitment to understanding the customer's business needs and supporting them with real subject- matter expertise."

Abbott Laboratories, Abbott Park, IL

"Abbott Laboratories' new product process is strategically driven and customer focused,," said Ed Ogunro, Ph.D., vice president, Hospital Products Division R&D, Medical and Regulatory Affairs, and the new product process owner. "Further, our timely and effective project execution requires the cross-functional teamwork and leadership of our Program Managers."

Since 2001, Abbott Laboratories has supported the certification of Program Managers as New Product Development Professionals (NPDPs). These individuals have key roles in support of the new product development efforts and are responsible for defining project success criteria, planning and leading the team effort, monitoring and communicating project status, and ensuring satisfactory project completion.

"The Program Managers are the focal point for this cross-functional teamwork and their roles are very important to the ongoing success of our new product development efforts," said Ogunro. "Since the PDMA certification program focuses on strategy, customers and cross-functional teamwork, getting certified in this program increases the credibility of their roles. Recently, we revised our training program for R&D and Medical/Regulatory Affairs, which includes the option for PDMA certification for all Program Managers."

Abbott's most recently certified NPDPs are Timothy Manthei; Mark Ward; Carla Koch, Pharm.D.; Michael Cozine; Timothy Pasternak; Armin Gerhardt, Ph.D., R.Ph., Angie LeCaptain; Jerry Groen; Kathleen Georgen; Lee Reif, Ph.D.; Michael Cain, Ph.D., R.Ph and Joe Bebout.

PRTM, Boston, MA

Since the beginning of the New Product Development Professionals (NPDP) certification program at management consulting firm PRTM two years ago, five directors and seven consultants have become NPDP certified §others are in-process.

"NPDP certification is significant to PRTM because it demonstrates another level of professional standard, excellence, and best practices that PRTM brings to our clients. Although many regard PRTM as a thought leader in product development, and hundreds of companies have applied PRTM's PACE (Product And Cycle-time Excellence) framework to achieve faster time-to-market in product development and improved return on R&D investment, we continue to pursue advanced practices," says Mark Deck, NPDP, a Director at PRTM and past President of the PDMA.

"We have an ongoing commitment to training and ensuring our consultants have industry certifications such as NPDP. NPDP certification is key to the advancement of consultants in our product development practice," says Deck.

"PRTM appreciates PDMA's dedication to NPDP certification. The program cultivates professionals with competence in new product development, and it ëraises the bar' in terms of practices and performance across multiple industries."