3M 新产品开发分析.docVIP

Explain the critical factors in the new product development process. Critically analyse the NPD effectiveness of a company you know. 1.Introduction: NPD (new product development) is critical to the success and sustained growth of all companies today. Many studies have been conducted to identify the critical factors that can help new product development successful. Combine the previous empirical work and individual research on NPD success factors, this assignment will explain some critical success factors in six areas: strategy, process, organizational structure, organizational culture, senior management commitment, and information technology. And these factors will be applied on 3M, to analyze the NPD effectiveness of the company. 2.Critical factors The new products (services) development is perhaps the most significant activity within a firm. It also one of the most risky many years and millions of pounds are spent developing products that on average fail far more often than they succeed. But on the other hand, many companies manage to bring out successful new products year after year. There are some critical factors can help management to avoid common pitfalls, identify knockouts sooner and learn from the experience of others. These factors that hinge the success of a new product development effort are identified in the following six areas: Strategy; Process; Organisational structure; Culture; Senior management commitment; Information technology. 2.1 Strategy Successful NPD management needs a strategic approach; the strategy is essential for the whole process, not just initiation. Only the continuous development and introduction of new products can be a competitive advantage of a company; occasional innovation on NPD is just operational effectiveness. Operational effectiveness is necessary but not sufficient. A company cannot obtain continuous innovation without a clear NPD strategy. Without a strategy the organization is like a ship without a rudder. Therefore