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Product management - innovation (management of process (generate and…
Product management - innovation
Benefits
customers
new products/ services
reduced cost of existing products
private wealth / social welfare
longer, healthier lives
companies
survival/ growth
increased productivity
satisfy customers
differentiation
higher market value
Incremental
built on existing products
new product features
service improvements
enhancements keep business competitive
Radical
discontinuous tech/changes
completely new product
existing product obselete
management of process
generate and elaborate of ideas
idea generation
outside company
customers
competitors
market innovations
tech development
experts
findings
inside company
Field sales force
customer service
complaint info
suggestions from employees
R&D
observation
experimenting - trial and error
google
lockheed martin
integrating customers
McD
6-3-5
idea elaboration
conjoint analysis
weights to desire features
see slides :warning:
lead user approach
face obstacles earlier than majority
benefit significantly from solutions
steps
indicators determine lead users e.g. trends
identify lead users group
develop products with the group
check for general acceptance
concept definition
info on
intended target group
USP
product features
target positioning
concept evaluation and selection
innovation funnel
see slide lect. 4
market launch of new products
Roger's adoption curve
Roger's attributes
Timing of entry
pioneer
pros
cons
follower
pros
cons
e.g. Facebook solar plane
get customer involve in innovation process :pencil2:
6 people, 3 solutions, 5 mins period, then pass ideas to neighbours who develop them further
see book & extra slides :warning:
