新產(chǎn)品開發(fā)與管理(英文版(ppt53)(1)(參考版)
2025-01-04 05:25本頁面
【正文】 4. GlobalforGlobal Innovation Process 1. 聚集母公司和很多不同子公司聯(lián)合開發(fā)全球性產(chǎn)品，和其它型態(tài)主要不同在於由各公司共同分享 The End Thank You for Your Attention!! 。 this is done in a market test. Lack of needs? Meeting needs? Marketing poorly? Methods of Market Testing ? Pseudo Sale – Speculative Sale – ask the potential buyers if they would buy the product. – Simulated Test Marketing – creates a false buying situation and observes what the buyers do. ? Controlled Sale – Informal Selling – train a few salespeople, give them the product and the selling materials, and have them begin making calls. – Direct Marketing – sells directly by means of the mail, telephone, fax, inter… – Minimarketing – selects one or several outlets as a minimarket. ? Full Sale – Test Marketing – a presumably representative piece of the total market is chosen for a dress rehearsal. – Rollout The Launch Management System ? Spot potential problems. ? Select those to control. – Consider expected impact/damage. ? Develop clear and specific contingency plans for the management of problems. ? Design the tracking system. – Select variables. – Devise measuring system. – Select trigger points. Adage: in driving a car, it is the potholes you don’ t know about (or fet about) that cause you damage. Options in New Products Organization 1. Functional: work is done by the various departments, very little project focus. ? Usually a new products mittee or product planning mittee. ? Low risk work and present line of products ? Does not lead to much innovation. 2. Project Matrix: High projectization, team people are project people first and functional people second. ? People may drive the project even against department’ s best wishes. ? ex. IBM PC developed this way. 3. Venture: Team members pulled out of department to work full time on project. ? May be kept in the regular anization or spun outside Building a Team ? The importance of culture ? The team assignment and ownership ? Selecting the leader ? Selecting the team members ? Roles and participants ? Network building ? Training the teams Innovation Processes in Multinational Corporations 1. CenterforGlobal Innovation Process 1. 總公司負(fù)責(zé)新產(chǎn)品 RD、 設(shè)計(jì) 、 開發(fā)，整個(gè)系統(tǒng)遍及全世界使用。新產(chǎn)品開發(fā)與管理 Why Is NPDM an Important Field of Study? ? Big business ? Key weapons to success ? Escape price war ? Difficult and plicated multifunctional work ? High failure rate – No need for the product – New product did not meet the need – Product was not well marketed ? Great life What Is a New Product? (From Developer’ s View) ? NewtotheWorld Products – Photocopier, PC, Microwave oven, Space shuttle ? New Category Entries – HewlettPackard PCs, ATT Universal Card ? Additions to Product Lines – Bud light, Tide Liquid detergent ? Product Improvements – Windows 98, plainpaper fax ? Repositionings – Johnson Johnson’ s baby milk oil Growth Paths Venturing Mark ets Pro ducts Old New Old Grea ter Pene tratio n Deve lop New Mark ets New Deve lop New Prod ucts Dive rsific ation The Conflicting Masters of New Products Management ? Three inputs to the new products process: the right quality product, at the right time, and at the right cost. ? These conf
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