MINGGU KE 7: PENDEKATAN KREATIF PENGEMBANGAN IDE PRODUK BARU

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MINGGU KE 7 PENDEKATAN KREATIF PENGEMBANGAN
IDE PRODUK BARU
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IDEA GENERATION

IDEA GENERATION PROCESS
SOURCES OF IDEAS
METHODS OF IDEA GENERATION
SCREENED NEW- PRODUCT IDEAS

• Direct Search
• Technological Innovation
• Exploratory User Studies
• Facilitating Lead Users
• Integration of Technology
• and Marketing
• Creative Methods
• National Policy
• Alliances Acquisition/licencing

• Technology
• Market Need/User Resolution
• Production/Service
• Competition/Other Firms
• Channel of Distribution of
• Suppliers
• Managers/Employees
• Environmental Change

• Concept
• Prototype
• Product

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IDEA SOURCES (1)(Urban, 1993)

• TECHNOLOGY
• NEW TECHNOLOGIES PRESENT NEW OPPORTUNITIES TO
  MEET CONSUMER
• NEEDS AND FILL NEEDS THAT WERE PREVIOUSLY
  LATENT.
• FOR EXAMPLE INTEGRATED CIRCUIT, SOFTWARE,
  BIOTECHNOLOGY,
• MATERIAL SCIENCE
• MARKET NEEDS AND USER SOLUTIONS
• THE RECOGNITION OF TECHNOLOGY AS A MAJOR IDEA
  SOURCE IS CRUCIAL
• TO SUCCESS, BUT CUSTOMER AND USER SOLUTIONS ARE
  EQUALLY IMPOR-
• TANT AS A SOURCE OF IDEAS.

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IDEA SOURCES (2)(Urban, 1993)
3. PRODUCTION AND SERVICE PRODUCTION IS
OFTEN NEGLECTED AS A SOURCE OF INNOVATION. FOR
EXAMPLE, IN THE STUDIES BY MEYERS AND MARQUIS
(1969), 20 OF THE SUCCESSFUL NEW
TECHNOLOGICAL PRODUCTS HAD THEIR IDEA SOURCE IN
PRODUCTION. SERVICE AND GUARANTEE
EXPERIENCE ALSO CAN BE THE SOURCE OF NEW
PRODUCTS. 4. COMPETITORS AND THE OTHER FIRMS
THE REASON FOR COMPETITORS SUCCESS AND
KNOWLEDGE ABOUT THEIR DEVELOPMENTAL
STRATEGIES ARE IMPORTANT INPUTS TO IDEA
GENERATION. NON COMPETITIVE FIRM IN OTHER
INDUSTRIES MAY ALSO BE THE SOURCE OF NEW
PRODUCT IDEA.
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METHODS OF GENERATING IDEAS (Urban, 1993) (1)

• DIRECT SEARCH
• DIRECT CUSTOMER CONTACT TO LEARN ABOUT NEEDS AND
  OPPORTUNITIES TO
• SERVE CUSTOMER BETTER.
• STUDYING TRENS IN MARKETS BASED ON CENSUS DATA
  AND INDUSTRY REPORTS
• AND SECONDARY DATA FOUND IN LIBRARIES.
• COMPETITIVE ACTIVITY CAN BE MONITORED BY A
  FEEDBACK SYSTEM WHICH A
• A COMPETITORS SALES PRACTICES, DISTRIBUTION,
  AND NEW PRODUCTS.
• TECHNOLOGICAL INNOVATION
• EXPLOITING TECHNOLOGY FOR NEW IDEAS REQUIRES A
  WELL-MANAGED AND
• CREATIVE RD GROUP. THE GROUP MUST SHARE AND GET
  RELEVANT INFORMATION,
• MAKE CORRECT TECHNOLOGICAL FORECASTS, TARGET ITS
  EFFORT TOWARDS
• STRATEGIC MARKETS, AND FUNCTION EFFECTIVELY AS A
  CREATIVE TEAM WITH
• OTER FUNCTIONS IN THE ORGANIZATION.

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METHODS OF GENERATING IDEAS (Urban, 1993) (2)

3. EXPLORATORY STUDIES A WIDELY USED METHOD
OF GAINING A KNOWLEDGE OF CONSUMERS IS
THROUGH FOCUSED GROUP DISCUSSIONS OR WHAT ARE
TERMED FOCUS GROUPS. THE GROUP IS
USUALLY MADE UP OF 8 TO 10 USERS OF THE
PRODUCT. THE PURPOSE OF FOCUS GROUPS IS TO
LEARN CUSTOMERS OPINIONS, SEMANTIC
STRUCTURE, USAGE PATTERN, ATTITUDES, AND BUYING
PROCESSES. A GREAT ADVANTAGE OF A FOCUS
GROUP IS THAT IT ALLOWS AN EARLY CON- TACT
WITH USERS AND PROVIDES AN IN-DEPTH FEELING FOR
THE PRODUCTS NOW IN THE TARGET MARKET.
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METHODS OF GENERATING IDEAS (Urban, 1993) (3)
4. FACILITATING LEAD USER ANALYSIS USERS NOT
ONLY HAVE NEEDS BUT MAY POSSESS SOLUTIONS. RATHER
THAN WAIT FOR THE USERS TO BRING SOLUTIONS TO
US, WE COULD EXPEND EFFORT TO FIND AND
FACILITATE THIS PROBLEM-SOLVING PROCESS.
FIRMD WHICH UNDERTAKE A FORMAL LEAD USER ANALYSIS
A. SPECIFY LEAD USER INDICATORS.
1. FIND A MARKET OR TECHNOLOGICAL TREND AND
RELATED MEASURES. 2. DEFINE
MEASURES OF POTENTIAL BENEFIT. B. IDENTIFY
LEAD USER GROUPS.
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METHODS OF GENERATING IDEAS (Urban, 1993) (4)
C. GENERATE CONCEPTS (PRODUCTS) WITH LEAD
USERS. D. TEST LEAD USER CONCEPTS (PRODUCTS)
5. LINKING MARKETING AND TECHNOLOGY NEW
PRODUCT STRATEGIES SHOULD BE COMPREHENSIVE
STRATEGIES BASED ON BOTH CONSUMER INPUT AND
TECHNOLOGY. THE SUCCES OF A PROACTIVE
NEW-PRODUCT STRATEGY IS HIGHLY DEPENDENT ON
A FIRMS EFFECTIVENESS IN LINKING TECHNOLOGY AND
CUSTOMER NEEDS.
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METHODS OF GENERATING IDEAS (Urban, 1993) (5)
5. LINKING MARKETING AND TECHNOLOGY
MARKETING IN ITS BROADEST SENSE (THE TOTAL
FULFILLMENT OF CUSTOMER NEEDS) MUST BE
INTEGRATED CLOSELY WITH TECHNOLOGY AT EVERY STEP
IN THE DESIGN AND ENGINEERING OF NEW PRODUCTS
IF RISKS ARE TO BE REDUCED AND INNOVATION IS
TO BE SUCCESSFUL. THREE MECHANISMS HAVE
TYPICALLY BEEN USED BY FIRMS TO SUPPORT STRA-
TEGIES REQUIRING THE INTEGRATION OF MARKETING AND
TECHNOLOGY (1) FORMAL ORGANIZATIONAL
STRUCTURES (2) INTERPERSONAL RELATIONS
(3) ANALYTICAL SUPPORT.
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METHODS OF GENERATING IDEAS (Urban, 1993) (6)
6. CREATIVE METHODS INDIVIDUAL
CREATIVITY CREATIVE GROUP METHODS
1. BRAINSTORMING 2. MORPHOLOGICAL
ANALYSIS a. EXPLICITLY FORMULATE THE
PROBLEM b. IDENTIFY PARAMETERS
c. LIST ALL POSSIBLE COMBINATIONS OF
PARAMETERS d. EXAMINE FEASIBILITY OF
ALL ALTERNATIVES e. SELECT THE BEST
ALTERNATIVES.
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METHODS OF GENERATING IDEAS (Urban, 1993) (7)
7. NATIONAL POLICY ONE MACRO ETHOD IS BASED
ON GOVERNMENT SUPPORT. FOR EXAMPLE IN
JAPAN, MITI HAS FOSTERED MAJOR TECHNOLOGICAL DE-
VELOPMENT IN STEEL, TEXTILES, AND AUTOS. IN
EUROPE, IN THE SAME DIRECTION, IT IS KNOWN
AS EUREKA PROJECT, WHICH FUNDS ALMOST 300
PROJECTS IN NINE ADVANCED TECHNOLOGY AREAS. (E.G
SEMICONDUCTORS, AND HIGH-DEFINITION TV). 8.
ALLIANCES, ACQUISITIONS, AND LICENSING
ALLIANCES THEY MEAN THAT INDIVIDUAL PRIVATE
COMPANIES ARE FORMING
CONSORTIA OR ALLIANCES TO GENERATE NEW
PRODUCTS.
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METHODS OF GENERATING IDEAS (Urban, 1993) (8)
8. ALLIANCES, ACQUISITIONS, AND LICENSING
TODAY ACQUISITION STRATEGIES REFLECT PRIORITIES
THAT REINFORCE THE FIRMS CORE TECHNOLOGY
AND TARGET MARKET PRESENCE. OFTEN FULL
ACQUISITION IS NOT FEASIBLE OD NOT DESIRABLE.
HOWEVER, THERE IS ANOTHER ALTERNATIVE FOR THE
ACQUISITION OF TECHNOLOGY. LICENSING OF
TECHNOLOGY IS AN OPTION THAT GIVES RAPID ACCES
TO PROVEN TECHNOLOGY. THE COST MAY BE HIGH,
BUT THE RISKS ARE LOW AND RD FUNDS DO NOT
NEED TO BE COMMITTED.
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IDEA MANAGEMENT

• THERE IS SOME IDEAS AS KEY IDEAS FOR A NEW
  PRODUCT, BUT MOST OF THE
• REMAINING IDEAS WILL NOT HAVE SUFFICIENT
  POTENTIAL FOR FURTHER
• INVESTIGATION.
• IF EACH IDEA WERE ADVANCED TO THE DESIGN PHASE
  COSTS WOULD BE
• PROHIBITIVE, THUS WE RETURN TO A MANAGERIAL
  PROCESS TO SCREEN THE
• IDEAS.
• THE TWO KEY MANAGERIAL CONCEPTS IN SCREENING
  IDEAS ARE
• THE SELECTION PROCESS, AND
• HOW MANY IDEAS TO ADVANCE TO THE DESIGN PHASE