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1ZV30 - Product Innovation Processes - Summary
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A complete summary of the course PIP (Product Innovation Processes), including the important aspects of the book, articles and the lectures.
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Summary New Products Management - Crawford & Di Benedetto - Chapters 1 till 19
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Product Innovaton ProcessesSummary
Types of consumer products:
- Non-durable
o Convenience goods (shirt)
o Fast moving goods (tandpasta)
o White goods (wasmachine)
- Durable
o Shopping goods (auto)
o High-tech products (ipad)
- Business-to-business
, New product process = uncertain and iteratve process with many internal and external
infuencing factors and many people involved.l
40% of launched new products fail
Product innovaton objectvess adding value
- Internal learning and knowledge generaton
- Positve recepton by customersmmarket
Many steps from idea to fnal product.l
Key challenge of new product design is to reduce market and technical uncertainty as much
as possible, while keeping cost commitment as low as possible.l
Stage-gate processes:
- Most common and most used
- Gates are decision points (proceed or not)
- New budget comes free afer stop
- Possible to go back or start over if parts are not as desired
- Actvites are not sequental, but iteratve and circular
- Flexible and adjustable for diferent product types
- Completely multfunctonal
Stage-Gate Type of processes:
- Fuzzy front end stage
o Discovery stage
o Scoping
o Build business case
- Development stage
o Development
o Testng and validaton
- Commercializaton (or launch) stage
o Launch
o Post-launch review
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