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新產(chǎn)品開(kāi)發(fā)與管理
WhyIsNPDM
anImportantFieldofStudy?
BigbusinessKeyweaponstosuccessEscapepricewarDifficultandcomplicatedmultifunctionalworkHighfailurerateNoneedfortheproductNewproductdidnotmeettheneedProductwasnotwellmarketedGreatlifeWhatIsaNewProduct?
(FromDeveloper’sView)New-to-the-WorldProductsPhotocopier,PC,Microwaveoven,SpaceshuttleNewCategoryEntriesHewlett-PackardPCs,AT&TUniversalCardAdditionstoProductLinesBudlight,TideLiquiddetergentProductImprovementsWindows98,plain-paperfaxRepositioningsJohnson&Johnson’sbabymilkoilGrowthPaths&VenturingTheConflictingMastersofNewProductsManagementThreeinputstothenewproductsprocess:therightqualityproduct,attherighttime,andattherightcost.Theseconflictwitheachotherbutmayhavesynergiestoo.Issue:howtooptimizetheserelationshipsinanewproductsituation.QualityTimeCostValueNewProductProcessPhase1:OpportunityIdentification/SelectionPhase2:ConceptGenerationPhase3:Concept/ProjectEvaluationPhase4:DevelopmentPhase5:LaunchPhase1:OpportunityIdentification/Selection創(chuàng)新機(jī)會(huì)之確認(rèn)Druker(1985)Phase2:ConceptGeneration(I)Aproductconceptisastatementaboutanticipatedproductfeaturesthatwillyieldselectedbenefitsrelativetootherproducts.Preparationforideation(people,activities,rewards,environment&culture)MethodsProblem-basedideationAnalyticalattributeapproachesNewProductConceptsandtheNewProductNeedFormTechnologyNewProduct“C”=ConceptsCCCSomePatternsinConceptGenerationCustomerneedfirmdevelopstechnologyproducesform(Market-oriented)Firmdevelopstechnologyfindsmatchtoneedinacustomersegmentproducesform(Technology-oriented)Firmenvisionsformdevelopstechnologytoproductformtestswithcustomertoseewhatbenefitsaredelivered(Product-oriented)Note:theinnovationprocesscanstartwithanyofthethreeinputs.FormsofHumanCreativityActivitiestoencouragecreativityCompetitiveteams.Freetime.ex.3MFlexibleworkingtime.Transferringcreativepeople.Researchprogram.IDEAinTIGenesisgrantsin3M6-monthprojectinSony&ToshibaSpecialRewardsSparecashinpockets,ThomasWatsonofIBMPresidentialrewardsforexcellence,CampellSoupSpin-offmanagement,ToyotaandHondaAnnualdinnersPartiesandtrophiesInnovativeClimateAutonomyFluctuation/creativechaosRedundancyEnvironmenteffectPhase2:ConceptGeneration(II)Problem-BasedIdeationRoutineMarketContactsSalescallreports,Servicedepartmentrecords,Complaintfiles,Tipsfromresellers,etc.DirectInputsfromTechnicalandMarketingPeopleProblemAnalysisScenarioAnalysisProblemAnalysis
ex.theTelephoneKeepingtheunitclean.Keepsfallingtothefloor.Getentangledwithcord.Findingitindark.Gettingprivacyinhouse.Who“outthere”hearsme?Getpastmessagephones.Lookingupnumbers.Busysignals.Hardtohold.Moveacrossroomsorbuildings.Phonepeddlers.Myarmandeargettired.Loudnessofbell.Disruptiveinstrument.Can’tseebodylanguage.Makingemergencycalls.Wrongnumbers.Fearofwhatringingisfor.Those“menus.”TheBothersomenessTechniqueofScoringProblemsPha釋se描2:濃Con帶cep勺tG撫ene招rat乓ion蜻(I因II)喂An直aly賣tic亭al弟Att粥rib享ute左Ap劈燕pro續(xù)ach剝esQuan塔tita緣瑞tiveGap惱An罷aly夸sis(De開(kāi)ter騙min落ant閘ga賺pm律ap,徒AR冊(cè)pe傾rce塞ptu皇al談gap雕ma需p,慕OS欲per榮cep喪tua盜lm債ap)Tra咳de-蕉Off讀An榴aly淚sis(Co侄njo淚int跑An筒aly奪sis教)Qual私itat耐iveAnal撈ogyDim衛(wèi)ens刊ion罵al司Ana竊lys賴isChec些klis階tsRela鮮tion莫ship俗sAn歲alys攤isGap忠MapsRegularThickEx-ThickUTILITY210-1-2MildMedium-HotEx-HotRed Green
Thickness Spiciness Color0.161 0.913 -1.0741.667 0.105 -1.774-0.161 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