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Managing the New Product Development Process (Sequential vs Partly…
Managing the New Product Development Process
Sequential vs Partly parallel Development process
nowadays many firms use partly parallel processes
it shortens overall development time and enables closer coordination between stages
in some situations, however, a parallel development process can increase risk
Project Champions
many firms use senior executives to champion der NPD projects
Benefits of Championing
senior execs have power to fight for project
can gain access to resources
can communicate with multiple areas of the firm
Risks of Championing
Role as champion may cloud judgement about project
may suffer from escalating commitment
others max fear challenging senior executive
firms may benefit to develop "anti-champions" and encourage expression of dissenting opinion
Involving Costumers and Suppliers in the Development Process
Involving Customers
costumer is often best able to identify the maximum performance capabilities and minimum service requirements of new product
costumers may be involved on NPD team
firms may also use beta testing to get costumer input early in the development process
some studies suggest that it is more valuable to use "lead users" than a random sample of costumers
Lead Users: Costumers who face the same general needs of marketplace but experience them earlier than rest of market and benefit disproportionately from solutions
firms reported using lead user method for 38% of the projects they undertook, on average
Crowdsourcing: firms can also open up an innovation task to the public through crowdsourcing, where people voluntarily contribute their ideas or effort. Platforms such as InnoCentive, Yet2.com, and TopCoder are well-known crowdsourcing sites.
Involving Suppliers
Involving suppliers on NPD team or consulting as an alliance partners can improve product design and development efficiency
Suppliers can suggest alternative inputs that reduce cost or improve functionality
Tools for improving the new product development process
Stage-Gate Process
Discovery: Idea Generation
Gate 1: Idea Screen
STAGE 1: SCOPING: Brief, preliminary scoping of the project , utilizing easy-to.obtain info than enables narrowing the list of potential projects
Gate 2: Does idea just icy more research?
STAGE 2: BUILD THE BUSINESS CASE: More detailed research (both market and technical ) to build business case: product definition, project justification, and plan for project
Gate 3: Is the business case sound?
STAGE 3: DEVELOPMENT: Detailed product design , development and testing. Plans are also developed for production and launch
Gate 4: Should project be moved to external testing?
STAGE 4: TESTING & VALIDATION Testing of proposed new product and its production and marketing . May include production trials and trial selling
Gate 5: Is product ready for commercial launch?
STAGE 5: LAUNCH: Full production , marketing and selling commences
POST-LAUNCH REVIEW: How did we do versus projects? What did we learn?
UTILIZE THOUGH GO/KILL DECISION POINTS IN THE DEVELOPMENT PROCESS HELP FILTER OUT BAD PROJECTS
the time and cost of projects escalates with each stage, thus stage-gate processes only permit a project to proceed if all assessments indicate success
Quality Function Deployment (QFD) - The house of Quality
QFD improves communication and coordination between engineering , marketing , and manufacturing
Steps for QFD
Team identifies customer requirements
Team weights requirements in terms of relative importance
Team identifies engineering attributes that drive performances
Team enters correlations between different engineering attributes
Team indicates relationship between engineering attributes and costumer requirements
Team multiplies costumer importance rating by relationship to engineering attribute and the sums for each attribute
Team evaluates competition
Using relative importance ratings for engineering attributes and scores for competing product, team determines design targets
Team evaluates the new design based on the design targets
Design for manufacturing
often in solves a set of design rules that reduce cost and development time, while boosting quality
Minimize the number of parts
Simplifies assembly; reduces direct labor; reduces material handling and inventory costs; boosts product quality
Minimize the number of part numbers (use common parts across product family)
Reduces material handling and inventory costs; improves economies of scale (increases volume through commonalty)
Eliminate adjustments
Reduces assembly errors (increase quality); allows for automation; increases capacity and throughput
Eliminate fasteners
Simplifies assembly (increases quality); reduces direct labor costs; reduces squeaks and rattles; improves durability; allowed for automation
Eliminate jigs and fixtures
Reduces line changeover costs; lowers required investment
Failure modes and effects analysis
FMEA is a method by which firms identify potential failures in a system, classify them according to their severity, and create a plan to prevent them
Potential failure modes are evaluated on three criteria of risk: severity, likelihood, and inability of controls to detect the failure
each criteria is given a score (1-lowest, 5-highest)
composite score is used to prioritize development efforts
Computer-Aided Design/Computer-Aided Manufacturing
CAD: is the use of computers to build and test designs
enables rapid and inexpensive prototyping
CAM: is the use of machine-controlled processes in manufacturing
increase flexibility by enabling faster changes in production set ups. More product variations can be offered at reasonable cost
Three-dimensional printing is where a design is printed laying down thin horizontal strips of material until the model is complete
Tools for measuring NPD performance
measuring NPD performance can help company improve its innovation strategy and process
Can help management:
identify which projects met their goals and why
benchmark the orgs performance compared to that of competitors, or to the orgas own prior performance
improve resource allocation and employee compensation, and
refine future innovation strategies
important to use multiple measures to provide fair representation