11. If you were Beverly, why would you disagree with Mr. Pinoli’s suggestion that the existing departmental managers serve as the project manager? What would you say in the report to argue for the position of manager of new products?

Beverly is the newly appointed vice president of strategy for Pinhole Camera and Optics, Inc. (motto:
“See the World Through a Pinhole”), a medium-sized, privately owned manufacturing firm. Until recently, the 14-year-old company had experienced rapid growth through developing new products and optical manufacturing processes. Beverly believes that the company’s market position has slipped because Pinhole has not been able to react quickly enough to changing market requirements and increased competition. The company is divided into the traditional functional departments of research, marketing, sales, production, and so on. New product-development projects are managed by handing off responsibility between managers of the departments. Beverly believes this is the greatest contributor to Pinhole’s inability to identify and respond to market opportunities, and she would like to create a new position, manager of new products, for the purpose of integrating departments during product development projects. This position would be the project manager of new product development.