新产品开发与管理(英文版）(ppt 53)(1)

来自•Bigbusiness•Keyweaponstosuccess•Escapepricewar•Difficultandcomplicatedmultifunctionalwork•Highfailurerate–Noneedfortheproduct–Newproductdidnotmeettheneed–Productwasnotwellmarketed•Greatlife来自(FromDeveloper’sView)•New-to-the-WorldProducts–Photocopier,PC,Microwaveoven,Spaceshuttle•NewCategoryEntries–Hewlett-PackardPCs,AT&TUniversalCard•AdditionstoProductLines–Budlight,TideLiquiddetergent•ProductImprovements–Windows98,plain-paperfax•Repositionings–Johnson&Johnson’sbabymilkoil来自来自•Threeinputstothenewproductsprocess:therightqualityproduct,attherighttime,andattherightcost.•Theseconflictwitheachotherbutmayhavesynergiestoo.•Issue:howtooptimizetheserelationshipsinanewproductsituation.QualityTimeCostValue来自:ConceptGenerationPhase3:Concept/ProjectEvaluationPhase4:DevelopmentPhase5:Launch来自来自(1985)SourcesforInnovativeOpportunitiesInternalEnvironmentTheunexpected(USSteelvs.Nuco,1970s;Padlock,1920s)Theincongruity(Ocean-goingcargovesselin1950s)Innovationbasedonprocessneed(Automaticswitchboardin1911byBellengineers)Changesinindustrystructureormarketstructurethatcatcheveryoneunawares(AT&Tvs.MCI,1980s)ExternalEnvironmentDemographics(In1970s,Citibankrecruitedyoungandhighlyeducatedwomen.)Changesinperception,mood,andmeaning(Halffull=Halfempty?)Newknowledge来自(I)•Aproductconceptisastatementaboutanticipatedproductfeaturesthatwillyieldselectedbenefitsrelativetootherproducts.•Preparationforideation(people,activities,rewards,environment&culture)•Methods–Problem-basedideation–Analyticalattributeapproaches来自“C”=ConceptsCCC来自(Market-oriented)Firmdevelopstechnologyfindsmatchtoneedinacustomersegmentproducesform(Technology-oriented)Firmenvisionsformdevelopstechnologytoproductformtestswithcustomertoseewhatbenefitsaredelivered(Product-oriented)Note:theinnovationprocesscanstartwithanyofthethreeinputs.来自•Competitiveteams.•Freetime.ex.3M•Flexibleworkingtime.•Transferringcreativepeople.•Researchprogram.–IDEAinTI–Genesisgrantsin3M–6-monthprojectinSony&Toshiba来自•Sparecashinpockets,ThomasWatsonofIBM•Presidentialrewardsforexcellence,CampellSoup•Spin-offmanagement,ToyotaandHonda•Annualdinners•Partiesandtrophies来自•Autonomy•Fluctuation/creativechaos•Redundancy来自(II)Problem-BasedIdeation•RoutineMarketContacts–Salescallreports,Servicedepartmentrecords,Complaintfiles,Tipsfromresellers,etc.•DirectInputsfromTechnicalandMarketingPeople•ProblemAnalysis•ScenarioAnalysis来自•Keepingtheunitclean.•Keepsfallingtothefloor.•Getentangledwithcord.•Findingitindark.•Gettingprivacyinhouse.•Who“outthere”hearsme?•Getpastmessagephones.•Lookingupnumbers.•Busysignals.•Hardtohold.•Moveacrossroomsorbuildings.•Phonepeddlers.•Myarmandeargettired.•Loudnessofbell.•Disruptiveinstrument.•Can’tseebodylanguage.•Makingemergencycalls.•Wrongnumbers.•Fearofwhatringingisfor.•Those“menus.”来自(III)AnalyticalAttributeApproaches•Quantitative–GapAnalysis(Determinantgapmap,ARperceptualgapmap,OSperceptualmap)–Trade-OffAnalysis(ConjointAnalysis)•Qualitative–Analogy–DimensionalAnalysis–Checklists–RelationshipsAnalysis来自来自•Weight•Rustresistance•Length•Color•Waterresistance•Materials•Style•Durability•Shockresistance•Heattolerance•Explosiveness•Flammability•Aroma•Translucence•Buoyancy•Hangability•Rechargeability•Flexibility•Malleability•Compressibility来自•Canthedimensionsbechanged?(larger,smaller,longer,shorter,thicker...)•Canthequantitybechanged?(more,less,combine,fractionate...)•Cantheorderbechanged?(arrangement,precedence...)•Canthetimeelementbechanged?(faster,slow