Académique Documents
Professionnel Documents
Culture Documents
Learning Objectives
1. Examine the key activities of the NPD process 2. Explain that a product concept differs significantly from a product idea or business opportunity 3. Recognize that screening is a continuous rather than a single activity 4. Provide an understanding of the role of the knowledge base on an organization in the new product development process 5. Recognize that the technology intensity of the industry considerably affects the NPD process
Module Code and Module Title Title of Slides
NPD Terminology
The fuzzy front end The messy getting started period of new product development processes. It is the front end where the organization formulates a concept of the product to be developed and decides whether or not to invest resources in the future development of an idea Business Opportunity A possible technical or commercial idea that may eb transformed into a revenue generating product Product Concept Screening A physical form or a technology plus a clear statement of benefit Specification Precise details about the product, including features, characteristics and standards
Module Code and Module Title Title of Slides
NPD Terminology
Prototype/Pilot A tentative physical product or system procedure, including features and benefits Production The product produced by the scale up manufacturing process Launch The product actually marketed, in either market test or launch Co-joint analysis A method for deriving the utility values that consumers attach to varying levels of a products attribute Commercialization A more descriptive label would be market introduction, the phase when the product is launched and hopefully begins to generate sales revenue Commercial Success The end product that meets the goals set for it, usually profit
Module Code and Module Title Title of Slides
Title of Slides
Title of Slides
Technical Testing
Closely linked to the development of product prototypes An ongoing activity E.g. Dummies and simulated crashed used in car on the on going basis
Module Code and Module Title Title of Slides
Technological Activities
Pharmaceutical Industry Electronics Industry White Goods and domestic Appliance Industries FMCG Good and Drinks Industries
Balance of Activities
Title of Slides
Marketing Activities
Title of Slides
Title of Slides
Title of Slides
Function 1
Function 2
Function 3
Product A
Product B
Title of Slides
Senior Management
Product 2
Product 3
Function 1
Function 2
Function 1
Function 2
Title of Slides
Title of Slides
Title of Slides
Tutorial
1. Explain why there is not one best organization structure for new product development. 2. What are the way scientists view innovation and the way marketing people view it? 3. New products are a necessary evil. From whose viewpoint are they necessary and from whose viewpoint are they evil?
Title of Slides