By David L. Rainey
This publication describes the most recent constructs, recommendations, and approaches for allowing managers, pros, and practitioners to be more advantageous in designing, constructing, and commercializing new services and products. Written from an built-in Product improvement (IPD) viewpoint, it presents counsel and help in formulating and executing IPD courses for company practitioners and MBA scholars.
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Extra resources for Product Innovation: Leading Change through Integrated Product Development
Globalization means being directly or indirectly linked to everyone and everywhere. The Internet is the great example of a significant global change. It has dramatically expanded the communications infrastructure between entities and individuals on a global basis via a very low-cost and ubiquitous media. It epitomizes globalization! The Internet makes it much easier to acquire knowledge and information and to change dramatically the competitive situation. With global linkages being so pervasive, it is difficult to establish a dominant position that can be sustained over time.
The perspective of the product/market opportunity rather than the product and its market provides an integrated view of the situation. The notion of the product/market combines the technical aspects, the market requirements, the marketing campaign, the production aspects, and the financial implications with the form, fit, and function of the product. A new product is the summation of its benefits, functions, and features from the views of the customer and the producer. It includes the tangible and the intangible aspects.
They are ‘breakthrough’ in the sense that the core concepts and technologies break new ground for the organization. r Platform or generational development projects (new-generation products). These are the platform or core development projects that typically have a design life of several years and establish the basic architecture for a set of follow-on derivative projects. r Derivative development projects (derivative new products, improvement and repositioning of existing products). They tend to be substantially narrower in scope and resource requirements than platform projects.