Tools & Trends in Product Development

Tools & Trends in Product Development

1

Percent of Current Sales Contributed by New Products

70%

High Tech

All Firms

60%

50%

40%

30%

20%

10%

0% Bottom Third

Middle Third

Low Tech

Top Third

Self Reported Standing in Industry

2

Most Successful

100 90 80 70 60 50 40 30 20 10 0

Ideas

Decay Curve

1990

1995

Tested

Launched

3

Success

Design Processes

4

NPD Processes in Use in the US

Other 3rd Gen. Stage Gate Facilitated Stage Gate

1 Stage Gate

Functional, sequential Informal None

STAGE GATE PROCESSES 56 %

0%

5%

10%

15%

20%

25%

30%

5

Process Tasks ...

Product Line Planning

Portfolio, Competition

Strategy Development

Target Market, Needs, Attractiveness

Idea/Concept Generation

Opportunities and Solutions

Idea Screening

Sort, Rank, Eliminate

6

... Process Tasks

Business Analysis

Business Case, Development Contract

Development

Convert Concept into Working Product

Test & Validation

Product Use, Market

Manufacturing Development

Developing and Piloting Manufacturing Process

Commercialization

Launch of Full-Scale Production and Sales

7

Tasks Included in Processes

Commercilization Manufacturing Development Test & Validation Development Business Analysis Screening Idea Generation Project Strategy Product Line Planning

0%

10%

20%

30% 40% 50% 60% 70%

80% 90% 100%

8

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