Professional Documents
Culture Documents
Lecture01 - Product Design
Lecture01 - Product Design
and
New Products Management
Introduction
Definition of Product and Product
Development (PD)
Characteristics of a Successful Product
Development
Who design and develops products
Duration and Cost of Product
Development
The Challenges of Product Development
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It is big business
Hundred billion dollars
New products answer to biggest problems
A successful new product does more good
for an organization than enything else
It is great life; it is fun and exciting
Characteristics of Successful
Product Development
Product quality
How good is the product resulting from
development ?
Does it satisfy customer needs ?
Is it robust and reliable ?
Product quality is reflected in market share ?
Product cost
What is the manufacturing cost ?
It includes capital equipment and tooling ?
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Characteristics of Successful
Product Development
Development time
How long did the PD effort take ?
Development cost
How much spent in PD effort ?
Development capabilities
Did the team/firm acquire any experience for
future projects ?
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Challenges
Trade-offs
Dynamics
Details
Time pressure
Economics
Creation
Satisfaction of
societal and
individual needs
Team diversity
Team spirit
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Structured Methodologies
Structured methodologies are valid for
three reasons:
They make the decision-making process
explicit
They provide checklists to ensure that
important issues are not forgotten
They are readily documented in a
structured way
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Approach
Assumes the core functions of a firm to be:
Marketing
Design
Manufacturing
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Organizational realities
Lack of empowerment of the team
Functional allegiances transcending
project goals
Inadequate resources
Lack of cross-functional representation on
the project team
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Clorox Bleach Pen A gel pen that lets you put bleach where you
want to, such as on mildew between shower tiles.
Toyota Prius Hybrid car with futuristic styling and 55 MPG gas
mileage.
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Intelligent refrigerators will track food inventories, and will either provide a
hard-copy shopping list or send an electronic list to a home-delivery
service.
Robotic lawn mowers will tend the grass within any specified boundary.
Lasers and decay-preventive gum and toothpastes will minimize the need
for the dentists drill.
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Microwave ovens
Aspartame (NutraSweet)
ScotchGard fabric protector
Teflon
Penicillin
X-rays
Dynamite
What About
New Services?
New Business-to-Business Products?
New International/Global Products?
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40
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Sometimes Quoted
in Press
Research Reports
Sometimes Claimed
Budweiser
Ivory
Coca-Cola
Maxwell House
Kodak
General Electric
Steinway
Wrigley
Kleenex
Waterford
L.L. Bean
Ford
John Deere
Maytag
JCPenney
Sears
Colgate
Hershey
Gillette
Ticonderoga
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Quality
Value
Cost
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Personal Computer
Microwave Oven
Photocopier
Pocket Calculator
Fax Machine
Birth Control Pill
Home VCR
Communication satellite
Bar coding
Integrated Circuit
Automatic Teller
Answering Machine
Velcro Fastener
Touch-Tone Telephone
Laser Surgery
Apollo Lunar Spacecraft
Computer Disk Drive
Organ Transplanting
Fiber-Optic Systems
Disposable Diaper
MS-DOS
Magnetic Resonance
Imaging
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