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Chapter 3

The document outlines three strategies for new product introduction: market pull, technology push, and interfunctional view, each emphasizing different determinants for product development. It also describes the new product development process, highlighting the importance of concept development, process design, and cross-functional collaboration to address misalignment among marketing, engineering, and operations. Additionally, it discusses the significance of supplier collaboration, quality function deployment, and modular design in enhancing product development efficiency and customer satisfaction.

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Nahid Hasan
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42 views8 pages

Chapter 3

The document outlines three strategies for new product introduction: market pull, technology push, and interfunctional view, each emphasizing different determinants for product development. It also describes the new product development process, highlighting the importance of concept development, process design, and cross-functional collaboration to address misalignment among marketing, engineering, and operations. Additionally, it discusses the significance of supplier collaboration, quality function deployment, and modular design in enhancing product development efficiency and customer satisfaction.

Uploaded by

Nahid Hasan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF or read online on Scribd
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34 STRATEGIES FOR NEW PRODUCT INTRODUCTION L034 Compare the three strategies for new product introduction ea a ae aa ae a a ee ee ea ee interfunetional view. “Market pal. According (otis view, the market is the prinary bess for determining the produets fru shoutd make, wih tte vega ‘oy existing technology A fm should make what it can sell. Customer needs ave detesmined, and ten the Me organizes the technology, resources and processes nee to design a procuct an supply the exstomer. The market will pul” through the products {hat are made. An example of market pul is new clothing ad jewelery designs that are potetially appealing to customers. The market ‘nt pul these designs through with aes. ‘Tecmology posh In this view, teciology i the primary determinant ofthe prodets the Mum should make, The frm parses a ‘ecluologybised advantage by developing superior tecinologis in thes materials and components. The produets are pushed into the ‘ark, au marketing’ jodi to create demand for these new products. Since the products have superior tecnolgy. they sould have ‘natura advantage inthe market. This was the approach used by Tesla in designing battery powered vehicles before demand materialized Inerfuetonal ven. This view combines some ofthe aeantages ofthe fst wo strategies, with products that ft the market needs (new orexsting matkets) and have a technical advantage as wel To accomplish this al functions (e.g, marketing engineering, operation nd finance) shoul colaborate to design the now profcts needed by the frm, Often, this is done by forming eoss functional teams tat te responsible forthe development of «new product. This an appealing approach for exiting Dusneses but aso the most ‘meu to implement. Oren crossnnetiona ition must be overcame fo achive the depre of eooperation required fr Jnerunctional product developmen to succeed. A humorous lok ata lack of interfitinal cooperation is depicted in © Figure 3 Pe 3.2 NEW PRODUCT DEVELOPMENT PROCESS 1L03.2 Contrast ancl compare the three phases of new procluct development ‘Most rms have an organized nev product development (NPD) process that follows specific phase ox prescribe steps. These phases ‘ny be formally defined in compan documents aud rei sir by seuior management between phases. The purpose of tis _pro2es iso gain control of prodet development ant ensue tha ll inpoctat issues are adressed bythe NPD team ISO 9000

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