新产品开发与管理.ppt

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1、新產品開發與管理WhyIsNPDManImportantFieldofStudy?BigbusinessKeyweaponstosuccessEscapepricewarDifficultandcomplicatedmultifunctionalworkHighfailurerateNoneedfortheproductNewproductdidnotmeettheneedProductwasnotwellmarketedGreatlifeWhatIsaNewProduct?(FromDeveloper’sView)Ne

2、w-to-the-WorldProductsPhotocopier,PC,Microwaveoven,SpaceshuttleNewCategoryEntriesHewlett-PackardPCs,AT&TUniversalCardAdditionstoProductLinesBudlight,TideLiquiddetergentProductImprovementsWindows98,plain-paperfaxRepositioningsJohnson&Johnson’sbabymilkoilGrowthPaths

3、&VenturingTheConflictingMastersofNewProductsManagementThreeinputstothenewproductsprocess:therightqualityproduct,attherighttime,andattherightcost.Theseconflictwitheachotherbutmayhavesynergiestoo.Issue:howtooptimizetheserelationshipsinanewproductsituation.QualityTim

4、eCostValueNewProductProcessPhase1:OpportunityIdentification/SelectionPhase2:ConceptGenerationPhase3:Concept/ProjectEvaluationPhase4:DevelopmentPhase5:LaunchPhase1:OpportunityIdentification/Selection創新機會之確認Druker(1985)Phase2:ConceptGeneration(I)Aproductconceptisast

5、atementaboutanticipatedproductfeaturesthatwillyieldselectedbenefitsrelativetootherproducts.Preparationforideation(people,activities,rewards,environment&culture)MethodsProblem-basedideationAnalyticalattributeapproachesNewProductConceptsandtheNewProductNeedFormTechn

6、ologyNewProduct“C”=ConceptsCCCSomePatternsinConceptGenerationCustomerneedfirmdevelopstechnologyproducesform(Market-oriented)Firmdevelopstechnologyfindsmatchtoneedinacustomersegmentproducesform(Technology-oriented)Firmenvisionsformdevelopstechnologytoproductformtes

7、tswithcustomertoseewhatbenefitsaredelivered(Product-oriented)Note:theinnovationprocesscanstartwithanyofthethreeinputs.FormsofHumanCreativityActivitiestoencouragecreativityCompetitiveteams.Freetime.ex.3MFlexibleworkingtime.Transferringcreativepeople.Researchprogram

8、.IDEAinTIGenesisgrantsin3M6-monthprojectinSony&ToshibaSpecialRewardsSparecashinpockets,ThomasWatsonofIBMPresidentialrewardsforexcellence,CampellSoupSpin