新产品开发与管理英文版.pptx

新產品開發與管理Why Is NPDM an Important Field of Study? Big businessKey weapons to successEscape price warDifficult and complicated multifunctional workHigh failure rate No need for the productNew product did not meet the needProduct was not well marketedGreat lifeWhat Is a New Product?(From Developer’s View)New-to-the-World ProductsPhotocopier, PC, Microwave oven, Space shuttleNew Category EntriesHewlett-Packard PCs, AT&T Universal CardAdditions to Product LinesBud light, Tide Liquid detergentProduct ImprovementsWindows 98, plain-paper faxRepositioningsJohnson & Johnson’s baby milk oilGrowth Paths & VenturingQualityValueTimeCostThe Conflicting Masters of New Products ManagementThree 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 ProcessPhase 1: Opportunity Identification/SelectionPhase 2: Concept GenerationPhase 3: Concept/Project EvaluationPhase 4: DevelopmentPhase 5: LaunchPhase 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 ideationAnalytical attribute approachesNew Product Concepts and the New ProductCNeedFormCC “C”=ConceptsTechnology New ProductSome Patterns in Concept GenerationCustomer 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 CreativityActi