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In setting responsibility for new product development, firms have several options depending on their organizational structure, culture, and resources. These options include centralized, decentralized, and matrix approaches, each of which has distinct advantages and disadvantages.

1. Centralized Product Management
   In a centralized system, product development responsibilities are concentrated within a single, dedicated team or department. This team is often headed by a product manager who oversees the entire development process.

   * Advantages:

     * Consistent Vision and Strategy: Centralizing the responsibility ensures that the product development team works towards a unified vision and strategy, with less risk of conflicting goals or misalignment between departments.
     * Streamlined Decision-Making: With fewer decision-makers involved, product development can proceed more quickly and with less bureaucratic delay.
     * Greater Control: The central team has better control over resources, budgets, and timelines, making it easier to manage risk and ensure product quality.

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