新产品开发和管理.ppt

新產品開發與管理 Why Is NPDM an Important Field of Study? Big business Key weapons to success Escape price war Difficult and complicated multifunctional work High failure rate No need for the product New product did not meet the need Product was not well marketed Great life What Is a New Product?(From Developer’s View) New-to-the-World Products Photocopier, PC, Microwave oven, Space shuttle New Category Entries Hewlett-Packard PCs, ATT Universal Card Additions to Product Lines Bud light, Tide Liquid detergent Product Improvements Windows 98, plain-paper fax Repositionings Johnson Johnson’s baby milk oil Growth Paths Venturing The Conflicting Masters of New Products Management Three inputs to the new products process: the right quality product, at the right time, and at the right cost. These conflict with each other but may have synergies too. Issue: how to optimize these relationships in a new product situation. New Product Process Phase 1: Opportunity Identification/Selection 創新機會之確認 Druker (1985) Phase 2: Concept Generation (I) A product concept is a statement about anticipated product features that will yield selected benefits relative to other products. Preparation for ideation (people, activities, rewards, environment culture) Methods Problem-based ideation Analytical attribute approaches New Product Concepts and the New Product Some Patterns in Concept Generation Customer need firm develops technology produces form (Market-oriented) Firm develops technology finds match to need in a customer segment produces form (Technology-oriented) Firm envisions form develops technology to product form tests with customer to see what benefits are delivered (Product-oriented) Note: the innovation process can start with any of the three inputs. Forms of Human Creativity Activities to encourage creativity Competitive teams. Free time. ex. 3M Flexible working time. Transferring creative people. Research program. IDEA in