New Product Development Overview

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New Product Development Overview
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The New Product Development Process
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The New Product Development Cycle
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Some Factors Influencing the Process Design

• Complexity of the product
• Expected sales lifetime
• Development time
• Number of people involved
• Expected development cost and production cost

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Cut and paste-chart from page 6 of Product Design
and Development
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Examples of NPD processes from bookvert. chart
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A Generic NPD Process
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Steps in a Generic NPD Process

• Concept development
• System-level design
• Detailed design
• Testing and refinement
• Product ramp-up

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Concept Development

• Marketing
• Define market segments
• Identify lead users
• Identify competitive products
• Design
• Investigate feasibility of product concepts
• Develop industrial design concepts
• Build and test experimental prototypes
• Manufacturing
• Estimate manufacturing cost
• Assess production feasibility
• Other functions
• Finance facilitate economic analysis
• Legal Investigate

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System-level Design

• Marketing
• Develop plan for product options and extended
  product family
• Design
• Generate alternative product architectures
• Define major subsystems and interfaces
• Refine industrial design
• Manufacturing
• Identify suppliers for key components
• Perform make-buy analysis
• Define final assembly scheme
• Other Functions
• Finance Facilitate make-buy analysis
• Service Identify service issues

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Detail Design

• Marketing
• Develop marketing plan
• Design
• Define part geometry
• Choose materials
• Assign tolerance
• Complete industrial design control documentation
• Manufacturing
• Define piece-part production processes
• Design tooling
• Define quality assurance processes
• Begin procurement of long-lead tooling

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Testing and Refinement

• Marketing
• Develop promotion and launch materials
• Facilitate field testing
• Design
• Do reliability testing, life testing and
  performance testing
• Obtain regulatory approvals
• Implement design changes
• Manufacturing
• Facilitate supplier ramp-up
• Refine fabrication and assembly processes
• Train work force
• Refine quality assurance processes
• Other Functions
• Sales Develop sales plan

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Production Ramp-up

• Marketing
• Place early production with key customers
• Design
• Evaluate early production output
• Manufacturing
• Begin operation of entire production system

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Strategic Process Management and the NPD Process

• A study of major Japanese manufacturing firms
  identified that their success was not founded
  just on attention to quality but also on their
  use of new class of horizontal processes.
  Product development was one of these processes.
• These horizontal processes were designed to
  achieve company-wide cross department cooperation
  and communication and were managed by line people
  closest to the process
• Product development was viewed as a whole system
  of methods and practices
• Superior process management is a source of
  competitive advantage and the development of best
  practice can be a focus of organizational strategy

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U.S./Japanese Product Development Comparison Model
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Examples of Reductions in Time to Market

• page 10 of Managing and Developing new products

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Examples of Reductions in Time to Market, contd.

• Information sources related to previous chart

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The Failed Project Planning Sequence

• vertical chart -- dont print

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Impacts of NPD Problems
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the following charts are not used
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Techniques That Can Be Used to Improve
NPDProcess Efficiency and Effectiveness

• Multi-functional teams
• Concurrent engineering
• Supply chain improvement/teamwork
• Quality functionformation systems