Assignment #14

1. Explain why the process of new product development frequently is represented as a linear process
and why this does not reflect reality.
The activities involved in the process of new product development(NPD) platforms focus on
simultaneous and overlapping activities, and their ensuing external and network interactions. NPD
process is also viewed from the financial perspective in most organizations whereby cash outflows
precede inflows. In reality more cumulative instead of linear. IN the early stage, there are barely cash
inflows, while at the very end of the stage NPD process, the cash inflows are tacking as a cumulative
result from previous stages.

2. Explain why screening should be viewed as a continual rather than a one-off activity.
Screening in the NPD process is one of the ways to maintain the quality of the products. IN each step of
NPD, screening is needed to rule-out that don't flit with the overall concept of a new product.

3. Discuss how the various groups of NPD models have contributed to our understanding of the subject
of NPD.
NPD MODEL DEPARTMENT-STAGE
 Early-stage of NPD models
 Each department is responsible for certain tasks
 Each department will carry out their task before it to to the next department
Weakness
 Hinders the development of new product
 The need for re-working and consultation between functions
 Possibilities of a misunderstanding of products concepts
 Does not provide a feedback loop
ACTIVITY-STAGE MODELS AND CONCURRENT ENGINEERING
o Similar to the previous model
o Provides iteration of activities with feedback loops
o Not suitable for technology-intensive business where teamwork is crucial
TEAM
 Having a dedicated team that represents each department functions
 Emphasizers on projects management and interdisciplinary teams
 Requires fundamental modification in an organization
DECISION-STAGE
Represents NPD as a series of decision that needs to be taken to progress the project
STAGE- GATE
Divides the effort of the NPD process into the time-sequence process by management decision gates
CONVERSION-PROCESS
View NPD process as numerous inputs into a black where they are converted into outputs.
RESPONSE
Focus on individual or organizations response to a new project proposal
NETWORK
Emphasizes the external linkages coupled with the internal activities that contribute to successful
products development

4.To what extent has BMW repositioned the Mini?

BMW has acquired the Rover group with Mini in 1994. And 1999 mini was kept original design, but
BMW designed and manufactured since 2000 a new Mini and Mini cooper as its brand name. And
successfully implemented and 25,000 units in 2001 to 200,000 units in 2006. The extent was the brand
name of the car combination with re-design configuration.

5.Examine the concept of a multi-dimensional product; how is it possible to create a new product by
modifying the price dimension?
Based on the concepts, a product is multidimensional including the level of service, technology, brand
name, quality specifications, features, packaging, and price. If we accept these dimensions. Then it must
that is theoretically possible a product "new' by merely altering one of this dimension.

6.The software industry seems to have a very flexible NPD process enabling changes to be made to the
product at any time. Consider whether this approach could be applicable for a car production line or
mobile phone handset products.
The software (SW) industry shows that having an agile NPD process enables the firm to adapt to
changing markets, and SW projects apply agile methodologies, such as Scrum, eXtreme
Programming(XP), and Features Drive Development(FDD). This approach could be applicable for the
mobile phone handset production because these days smartphone market is skyrocketing and many
new brands, versions are R&D and releasing to the market that comparing with car production. The car
production line is consists of FOrd firstly introduced assembly line with standard parts, so it is the
process is standardized and fixed for each part for the assembly, so it cannot be applicable flexible NPD
to the car production line.

7.Explain why the time to market may be less important than a flexible NPD process.
The process of NPD commences with idea generation, idea screening, concept testing through to
monitoring and evaluation. IN a linear NPD model, these activities are more important than time to
market the new product.

8.Discuss the strengths of network models of NPD.

Using network models, NPD is often viewed as a knowledge-accumulation process requiring inputs from
a variety of multiple sources. The strength of these models lies in their ability to combine internal
activities with external linkages that ultimately lead to successful product development. Existing
literature suggests that through external linkages, an organization can tap into additional knowledge
flows which can significantly enhance the product development process. This is a key strength or
advantage of using network models.