Product development performance : strategy, organization, and management in the world auto industry

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2011 Fall Seminar on Technology Innovation
Product development performance strategy,
organization, and management in the world auto
industry Clark, K. B. and T. Fujimoto (1991)

• 2011.11. 30
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Production
RD
Prototype as problem detectors vs. Proving
product design
Design
Build
Test
Ramp Up
Product
Drawing CAD
Building Tools Dies
Basic Research
Communication
Lead Time
Pilot Test
Leadership Organization
Manufacturing Capability
Success in Product Development
Integrating Problem- Solving Cycles
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1. Summary

• ? How can we improve product development
  performance?
• This Paper proves Japan car makers have more
  productive capability than U.S. and European
  firms due to hidden manufacturing capability,
  integrating problem solving cycles, and
  leadership organization

Chapter 7 Chapter 8 Chapter 9
RD vs. Production - Dynamism, Flexibility, Creativity, Loose Control - Stability, Efficiency, Discipline, Tight Control Hidden Manufacturing Acts. - Prototype fabrication - the building tools and dies - Pilot run implementation Problem-Solving Cycle - Problem Recognition - Alternative Generation - Evaluation - Decision Making Stage Overlapping intensive Comm. - Production E.O.S - Informational E.O.S - Network Externalities Problem Solving in the Upstream down Stream Product Development Organization - Specialization - Internal Integration - External Integration The role of Product Manager - Light weight System - Heavy weight System
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Discussion

• What will the good strategy to improve product
  development performance
• 1) Pilot Projects Prototypes Quality
• 2) Overlapping Communication RD - Production
• 3) Leadership Heavy weight System
• Spending too much time on a planning or pilot
  projects will be good?

Future Studies

• Product or outcome development in public sectors

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Thank you