Samenvatting
Samenvatting New-product-en-service-development Van Hove Jonas Handelswetenschappen
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- Katholieke Universiteit Leuven (KU Leuven)
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New product en service development:Table of Contents
INTRO: .............................................................................................................................................................1
1. DISRUPTION IS NOT BOUND BY TIME ANYMORE: ........................................................................................................ 1
2. WAAROM BOUWT NIET IEDEREEN NIEUWE PRODUCTEN EN DIENSTEN? .......................................................................... 2
2.1 Product life cycle ..................................................................................................................................... 2
2.2 New product failure................................................................................................................................. 2
3. CHALLENGES ...................................................................................................................................................... 3
4. PRODUCTEN VS SERVICES ...................................................................................................................................... 4
4.1 Wat kopen we: een product of een dienst? Voorbeeld: .......................................................................... 4
MODULE 1: OPPORTUNITY ..............................................................................................................................5
HOOFDSTUK 1: SOURCES FOR NEW PRODUCT IDEAS .......................................................................................5
1. INLEIDING .......................................................................................................................................................... 5
2. KEY SOURCES OF IDEAS ......................................................................................................................................... 5
2.1 Voice-of-Customer! → Kan wel van pas komen ..................................................................................... 5
2.2 Open innovation ...................................................................................................................................... 6
2.3 Other sources .......................................................................................................................................... 6
3. WHICH IDEAS TO PURSUE? .................................................................................................................................... 7
HOOFDSTUK 2: CREATIVITY AND IDEATION: ....................................................................................................8
1. CHARACTERISTICS OF MARKET VS TECHNOLOGY SEARCH............................................................................................. 9
2. DETERMINANTEN VAN SUCCES ............................................................................................................................... 9
3. DIFFERENT FIRMS, DIFFERENT PROFILES ................................................................................................................. 10
4. DEFINING THE VALUE PROPOSITION....................................................................................................................... 10
5. VAN IDEEËN NAAR OPPORTUNITEITEN.................................................................................................................... 11
5.1 Idea generation: a structured process ................................................................................................... 11
5.2 Oefening ................................................................................................................................................ 15
6. TECHNOLOGY PUSH ........................................................................................................................................... 18
6.1 Step 1: Generating applications (stage 3) ............................................................................................. 18
6.2 Step 2: create technology/application matrix (stage 4) ........................................................................ 18
6.3 Step 3: build evaluation matrix per application (stage 5) ..................................................................... 18
6.4 Oefening ................................................................................................................................................ 19
HOOFDSTUK 3: MARKET ASSESSMENT (DEEL 1) .............................................................................................20
1. COMMERCIAL PHILOSOPHIES IN PRACTICE: CASE GENAPPEAL: DE TECHNOLOGISCHE VIEW VS DE MARKT VIEW ................... 20
2. MARKET RESEARCH............................................................................................................................................ 20
2.1 “Segmentation” ..................................................................................................................................... 21
2.2 Market assessment ............................................................................................................................... 22
2.3 Expert witness ➔ CRUCIAAL! ................................................................................................................ 23
2.4 Case NEWCO ......................................................................................................................................... 26
3. FOCUS GROUP .................................................................................................................................................. 28
3.1 Focus group: method............................................................................................................................. 28
4. SURVEY ........................................................................................................................................................... 28
4.1 Survey: can you believe it? .................................................................................................................... 29
5. SAMENVATTING ................................................................................................................................................ 30
5.1 Market segmentation............................................................................................................................ 30
HOOFDSTUK 3: MARKET ASSESSMENT: SCALING AND COMPETITIVE MAPPING (DEEL 2) ..............................31
1. MARKET DYNAMICS: FROM TECHNOLOGY TO SOLUTIONS........................................................................................... 32
1.1 Lancering of opschalen? Besteed aandacht aan concurrerende producten ......................................... 32
2. LET OP CONCURRERENDE PRODUCTEN: COMPETITIVE MAPPING .................................................................................. 32
2.1 Competitive mapping ............................................................................................................................ 33
, 3. BESTEED AANDACHT AAN DE BREDERE, COMPETITIEVE OMGEVING: PORTER'S 5 KRACHTEN MODEL .................................... 33
3.1 Competitive rivalry ................................................................................................................................ 33
3.2 Threat of new entrants .......................................................................................................................... 33
3.3 Threat of substitutes → Horizontale substitutie ................................................................................... 34
3.4 Bargaining power of suppliers and customers → Verticale competitie ................................................ 34
4. BESTEED AANDACHT AAN DE BREDERE, ALGEMENE OMGEVING: PESTLE ANALYSE.......................................................... 34
HOOFDSTUK 4: DESIGN THINKING AND PROTOTYPING .................................................................................35
4.1 WAT IS DESIGN THINKING ................................................................................................................................. 35
4.2 WAAROM DESIGN THINKING IN NPD PROCES?..................................................................................................... 35
4.3 DESIGN FACILITATES THE ADOPTION OF INNOVATIONS… .......................................................................................... 36
4.4 DESIGN THINKING TECHNIQUES .......................................................................................................................... 36
4.4.1 Observation ........................................................................................................................................ 36
4.4.2 Persona’s ............................................................................................................................................ 36
4.4.3 Customer experience journey ............................................................................................................. 37
4.4.4 Prototyping......................................................................................................................................... 37
4.5 COMPARING RESEARCH METHODS ...................................................................................................................... 38
4.5.1 DESIGN THINKING: IDEO → Enkel ter info ......................................................................................... 38
4.6 PROTOTYPING ................................................................................................................................................ 39
4.6.1 Organiseren voor snelle iteratie: de rol van prototyping ................................................................... 39
4.6.2 De rol van prototyping ....................................................................................................................... 39
4.6.3 Rapid prototyping: key techniques ..................................................................................................... 40
4.6.4 Sommige tools (softwarematig) ......................................................................................................... 41
4.6.5 Rules of prototyping ........................................................................................................................... 41
HOOFDSTUK 5: BUSINESS MODELS, VALUE CHAIN AND STRATEGY ................................................................42
1. BUSINESS MODEL: CONCEPT ................................................................................................................................ 42
1.1 Let’s zoom in: “how will you deliver your solution”? ............................................................................. 43
2. BELANG VAN WAARDEKETENANALYSES .................................................................................................................. 44
3. PLOTTING THE VALUE CHAIN ................................................................................................................................ 44
4. CASES ............................................................................................................................................................. 45
4.1 Case 1: BrewDog ................................................................................................................................... 45
4.2 Case 2: Candid condom ......................................................................................................................... 48
5. HOE OM TE GAAN MET WEERSTAND EN RISICO? ...................................................................................................... 49
6. EXTRA – VALUE NETWORKS (GEEN EXAMEN LEERSTOF) ............................................................................................. 49
6.1 Een waardenetwerk in kaart brengen? ................................................................................................. 50
7. WIE HAALT WAARDE UIT NIEUWE INNOVATIES? ....................................................................................................... 50
HOOFDSTUK 6: COLLABORATION STRATEGIES ...............................................................................................53
1. TYPES OF COLLABORATIVE ARRANGEMENTS ............................................................................................................ 53
2. CHOOSING PARTNERS: THE IMPORTANCE OF “FIT” .................................................................................................. 55
3. CASE DYESOL ................................................................................................................................................ 56
HOOFDSTUK 7: NEW PRODUCT DEVELOPMENT TEAMS .................................................................................57
1. STRUCTURE OF NPD TEAMS ................................................................................................................................ 57
1.1 Challenges and benefits of NPD teams ................................................................................................. 58
2. VIRTUAL NPD TEAMS ........................................................................................................................................ 58
2.1 Typology of virtual teams (eerder ter info) ........................................................................................... 59
2.2 Drivers of centralization - decentralization ........................................................................................... 61
3. CASE SKULLCANDY ....................................................................................................................................... 62
MODULE 3: ORGANIZING ...............................................................................................................................63
HOOFDSTUK 8: DEVELOPING PRODUCTS ON INTERNET TIME – AGILE DEVELOPMENT ..................................63
1. TWO APPROACHES TO PRODUCT DEVELOPMENT: ..................................................................................................... 63
2. AGILE DEVELOPMENT: ....................................................................................................................................... 63
3. AGILE VALUES: .................................................................................................................................................. 63
4. SCRUM FRAMEWORK ......................................................................................................................................... 64
, 5. FLEXIBILITY OR “STAGE-GATE” ............................................................................................................................. 65
6. ONTWIKKELINGSFLEXIBILITEIT VERGROTEN ............................................................................................................. 65
7. KIEZEN TUSSEN AGILE EN WATERFALL BENADERINGEN ............................................................................................... 66
8. LEAN START-UP APPROACH: ................................................................................................................................ 67
8.1 Ideeën overnemen van agile development ........................................................................................... 67
8.2 Lean start-up approach versus traditional approach ............................................................................ 67
8.3 Trends die de beweging vergemakkelijken ........................................................................................... 67
HOOFDSTUK 9: STAGE-GATE PROCESS AND PORTFOLIO MANAGEMENT .......................................................68
1. HET ONTWIKKELINGSPROCES VAN NIEUWE PRODUCTEN ............................................................................................ 69
1.1 NPD-process .......................................................................................................................................... 69
1.2 Kernbegrip: stage-gate relatie & cross-functionele teams! .................................................................. 69
1.3 Het ontwikkelingsproces ....................................................................................................................... 70
1.4 Verwachte commerciële waarde: een beslisboombenadering .............................................................. 71
2. BELANGRIJKSTE UITDAGINGEN EN FOUTEN.............................................................................................................. 71
3. STAGE-GATE IS NIET GENOEG!.............................................................................................................................. 72
3.1 Fuzzy front end: Idee selectieproces ...................................................................................................... 72
4. AANVULLENDE INZICHTEN VOOR STAGE-GATE PROCES .............................................................................................. 73
4.1 Hoe zit het met te rigide zijn?................................................................................................................ 73
4.2 Hoe zit het met te statisch zijn? ............................................................................................................ 73
4.3 Hoe zit het met te gesloten zijn? ........................................................................................................... 74
5. OPEN INNOVATIE & STAGE-GATE PROCES ............................................................................................................... 75
5.1 Voorbeelden .......................................................................................................................................... 75
6. EEN CRUCIALE LINK: STAGE-GATE EN PORTFOLIO MANAGEMENT ................................................................................. 75
7. TWEEDELIG BESLUITVORMINGSPROCES .................................................................................................................. 76
8. PORTFOLIO MANAGEMENT .................................................................................................................................. 76
9. AGGREGATE PROJECT PLAN ................................................................................................................................. 77
9.1 Stap 1 .................................................................................................................................................... 77
9.2 Stap 2 .................................................................................................................................................... 77
9.3 Stap 3 .................................................................................................................................................... 78
10. TER VERDUIDELIJKING....................................................................................................................................... 78
HOOFDSTUK 10: BESCHERMING VAN NIEUWE PRODUCTEN EN DIENSTEN ....................................................79
1. WAT IS 'IP' & WAAROM IS HET BELANGRIJK? .......................................................................................................... 79
1.1 The three-legged stool → Principes betreffende IP .............................................................................. 79
1.2 What can I do with it? ........................................................................................................................... 80
1.3 Pros and Cons van IPR ........................................................................................................................... 80
1.4 Overzicht van de belangrijkste IP-typen ................................................................................................ 81
2. COPYRIGHT© (1STE VAN DE 5) = AUTEURSRECHT ..................................................................................................... 82
2.1 Hoe lang blijft het? –> niet van buiten kennen ..................................................................................... 82
2.2 Copyright bescherming in het buitenland ............................................................................................. 83
3. TRADEMARKS (FORMULA, PRACTICE, PROCESS, DESIGN, INSTRUMENT, PATTERN) ........................................................... 83
3.1 Classes & exclusions → Ter info ............................................................................................................ 83
3.2 Using trademarks & usage prevention .................................................................................................. 84
4. DOMAIN NAMES → EERDER TER INFO ................................................................................................................... 84
5. PATENTS→ LINK MET LICENCE STRATEGY ............................................................................................................... 85
5.1 Patents: process .................................................................................................................................... 85
5.2 Patent rules: ‘Novelty’, ‘Inventive step’ & ‘Industrial Application’ → Zeer goed kennen! .................... 85
5.3 Patent rules – exclusions ....................................................................................................................... 87
6. DESIGN RIGHTS → VERSCHIL SNAPPEN MET COPYRIGHTS .......................................................................................... 87
6.1 Unregistered design rights .................................................................................................................... 87
6.2 Uitsluitingen .......................................................................................................................................... 87
7. BEDRIJFSGEHEIMEN = TRADE SECRETS ................................................................................................................... 87
8. KAN SOFTWARE GEPATENTEERD WORDEN? ............................................................................................................ 88
9. HOE ZIT HET MET GENERATIEVE AI? ...................................................................................................................... 88
10. NIET TE VERGETEN........................................................................................................................................... 88
, Intro:
Gemiddelde levensduur van bedrijven is tegenwoordig ±15 jaar.
1. Disruption is not bound by time anymore:
• Snelheid is key
• Er zijn 3 grote activiteiten met elk hun eigen processen:
1. Innovaties op core processen: Processen die je gaat aansturen om continue
verbetering uit te voeren op uw processen ➔ duurtijd: 12-24 maand
2. Bepaalde zaken die je hebt gaan aanbieden op nieuwe markten ➔ duurtijd: 2-
3 jaar
3. Doorgroeien naar compleet andere markten dan ze reeds kennen, huidige core
activiteiten te niet doen
a. Vb.: bakker die ineens software gaat ontwikkelen
➔ Meer dan 3 jaar
Echter is deze tijdsdimentie niet meer van toepassing de dag van vandaag. Omdat dit
vandaag zo goed als bijna direct kan nu (paar weken, maanden).
Bedrijven die creatief kunnen omgaan met bepaalde technologiën zijn net diegenen die
kunnen overleven!
Your most important KPI as product developer / innovator
➔ “Time to market” →
Snelheid is belangrijk omdat je moet leren uit het fallen en die fouten gaan gebruiken om
verder te bouwen in een volgende fase. → Iteraties!
1
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