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the six phases of the NPD process*

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.

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the six phases of the NPD process*

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  1. 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 tm&i 2010

  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

  3. the stage-gate process 3 Go 1 = inputs to decision gate (=outputs of stage) 2 = evaluation & selection criteria 3 = output decision stage (activities) 1 2 3 No-Go kill, hold or recycle project tm&i 2010

  4. STAGE 1 concept development & selection initial screening the stage-gate process in NPD* Go idea generation 1 2 3 4 5 $ No-Go kill, hold or recycle project *Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988. tm&i 2010

  5. concept development & selection • storyboards • concept sketches • plastic/foam/virtual models • user “focus” groups tm&i 2010

  6. STAGE 1 concept development & selection STAGE 2 NPD programme planning initial screening feasibility the stage-gate process in NPD* Go idea generation 1 2 3 4 5 $ No-Go kill, hold or recycle project *Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988. tm&i 2010

  7. manufacturing marketing R&D sales NPD programme planning • 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

  8. STAGE 1 concept development & selection STAGE 2 NPD programme planning STAGE 3 design & development initial screening feasibility business case the stage-gate process in NPD* Go idea generation 1 2 3 4 5 $ No-Go kill, hold or recycle project *Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988. tm&i 2010

  9. design & development approved NPD plan technology team manufacturing budget product & user requirement specifications strategic fit business case D&D phase new product time tm&i 2010

  10. STAGE 1 concept development & selection STAGE 2 NPD programme planning STAGE 3 design & development STAGE 4 validation STAGE 5 pre-commercialisation post-development review pre-commercialisation analysis initial screening feasibility business case the stage-gate process in NPD* Go idea generation 1 2 3 4 5 $ No-Go kill, hold or recycle project *Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988. tm&i 2010

  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

  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 tm&i 2010

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