the six phases of the npd process*
DESCRIPTION
concept development & selection. NPD programme planning. idea generation. pre-commercial. design & development. validation. the six phases of the NPD process*. *reproduced from ‘Product Innovation: leading change through integrated product development’. D. Rainey. CUP (2005), p.113. - PowerPoint PPT PresentationTRANSCRIPT
tm&i 2010 IVa.1
the six phases of the NPD process*
*reproduced from ‘Product Innovation: leading change through integrated product development’. D. Rainey. CUP (2005), p.113
idea generation
concept developmen
t & selection
NPD programme
planning
design & developmen
t
validationpre-
commercial
tm&i 2010 IVa.2
idea generation
ideas for new products & innovations might come from:
customers
the competition
internal company divisions
individual employees
ideas may be further developed through focussed “brainstorming” & creative sessions
tm&i 2010 IVa.3
the stage-gate process
stage
(activities)
kill, hold or recycle project
1 = inputs to decision gate (=outputs of stage)
2 = evaluation & selection criteria
3 = output decision
3 Go
3 No-Go
1 2
tm&i 2010 IVa.4
the stage-gate process in NPD*
*Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988.
idea generatio
n
$
kill, hold or recycle project
initial screening
STAGE 1 concept
development & selection
1 2 3 4 5
Go
No-Go
tm&i 2010 IVa.5
concept developmen
t & selection
• storyboards
• concept sketches
• plastic/foam/virtual models
• user “focus” groups
tm&i 2010 IVa.6
the stage-gate process in NPD*
*Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988.
idea generatio
n
$
kill, hold or recycle project
initial screening
STAGE 1 concept
development & selection
1 2 3 4 5
Go
No-Go
feasibility
STAGE 2 NPD
programme planning
tm&i 2010 IVa.7
NPD programme
planning
marketing sales
R&D manufacturing
The NPD project plan must cover all aspects of the design & development phase for the new product/process e.g.
• technology requirements
• integrated (cross-functional) project team requirements
• necessary finance & budget (for design & development phase)
• manufacturing requirements
• marketing, sales & distribution requirements
• product life-cycle model and financial forecast models
• alignment with corporate strategy and mission
More on project planning & project management in next lecture!
tm&i 2010 IVa.8
the stage-gate process in NPD*
*Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988.
idea generatio
n
$
kill, hold or recycle project
initial screening
STAGE 1 concept
development & selection
1 2 3 4 5
Go
No-Go
feasibility
STAGE 2 NPD
programme planning
business case
STAGE 3 design &
development
tm&i 2010 IVa.9
design & developmen
t
D&D phase
approved NPD plan
technology
team
manufacturing
budget
product & user requirement specifications
strategic fit
business case
new product
time
tm&i 2010 IVa.10
the stage-gate process in NPD*
*Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988.
idea generatio
n
$
kill, hold or recycle project
initial screening
STAGE 1 concept
development & selection
1 2 3 4 5
Go
No-Go
feasibility
STAGE 2 NPD
programme planning
business case
STAGE 3 design &
development
post-development review
STAGE 4 validation
pre-commercialisation analysis
STAGE 5
pre-commercialisation
tm&i 2010 IVa.11
• the number of phases of an NPD process varies from company to company … and generally depends on the complexity of the product *
• “new-to-the-world” products, or those using “new-to-the-world” technology may require more sophisticated processes *
• go/no-go stage-gates are used throughout the NPD process to keep the development on track
*reproduced from ‘Product Innovation: leading change through integrated product development’. D. Rainey. CUP (2005), p.115
tm&i 2010 IVa.12
homework task
• reading assignments Week 2, Week 3 (IPR)• choose one of the following
• (i) invent a new product or process based on your patent, or
• (ii) structure the terms of a license deal for your patent to one of the six companies you identified in last week’s assignment
• make a PowerPoint presentation describing your invention or business deal (up to 3 slides)
• Submission deadline 30/11/11