INTEGRATED PRODUCT DEVELOPMENT (IPD) IS A BROAD-BASED INITIATIVE THAT REQUIRES EXECUTIVE MANAGEMENT LEADERSHIP AND SUPPORT TO IMPLEMENT THE REQUIRED CHANGES. A COMPREHENSIVE APPROACH TO IMPLEMENTING IPD STARTS WITH A STRUCTURED ASSESSMENT OF THE CURRENT DEVELOPMENT PROCESS. BASED ON THIS ASSESSMENT, PRIORITIES ARE IDENTIFIED AND FORM THE BASIS FOR DEVELOPING AN IMPLEMENTATION PLAN. POTENTIAL PITFALLS MUST BE RECOGNIZED AND ADDRESSED THROUGH APPLICATION OF LESSONS LEARNED.