复习总结(减缩a).doc

Topic1 InnovationA.0 innovation vs. Invention Innovation指将新的发明变成可以投入市场的产品和服务Invention 指将想法变成实物 区别：innovation是建立在technical invention的基础上，开发了invention的经济价值。E.g：Sinclair C5 Electric VehicleA.1Types of inno:1. Product Innovation: The development of new or improved product; 2. Process and production innovation 3. Organizational innovation: new-part, communication system, venture division; 4. Management innovation: TQM system, BPR; 5. Commercial/marketing innovation: financing plan，sales plan 6. Service innovation: online servicesA.2Source of inno: 1.study in university 2.work in industry 3.market demandA.3Models of inno: 1.Serendipity 2.Linear models(a. technology push b. market pull c. universities & industry liaison)3.Simultaneous coupling(a. manufacturing b.R&D c.marketing)4.interactiveA.4Inno company : 1.Growth orientation：A commitment to long-term growth rather than short-term profit . 2.Vigilance: the ability of organization to know its threats and opportunities .3. Commitment to technology: the willingness to invest in the long-term development of technology 4. Acceptance of risks: the willingness to include risky opportunities in a balanced portfolio. 5. Cross-functional cooperation: Mutual respect among individuals and a willingness to work together across functions. 6. Receptivity: the ability to know, identify and take effective advantage of externally developed technology. 7.”slack”: an ability to manage the innovation dilemma and provide room for creativity. 8. Adaptability: a readiness to accept change. 9. Diverse range of skills: a combination of specialization and diversity of knowledge and skills.A.5Uncertainty 2方面：1.Uncertainty about the ends 项目最终的目标究竟是什么. 2.Uncertainty about the means (how)31 Quadrant 1：Exploratory research (e.g. Universities Microsoft Campus, Seattle)high level of uncertainty| carried out in 42university | technology isnt understand Quadrant 2：Development Engineering (e.g. Looking for the means to fulfill a market need or continuous process improvement ) the end target is clear.| the means have not been identified eg. Thomas Edison the incandescent lamp Quadrant 3：Applications engineering (e.g. Post-it Notes ) certainty on the target is clear| Quadrant 4：Combining market opportunities with technical capabilities(Nokia ) most certainty/competition is fierce in hereA.6Key individual and role ：1. Technical innovator: Expert in one or two fields. Generate new ideas and sees now and different ways of doing things. 2. Technical/Commercial scanner: Acquires vast amounts of information from organization, often through networking. This may include market and technical information. Uses this to spot new market and development trends that may be used in future product development . 3. Knowledge Gatekeeper: Keeps colleagues informed of development that that occur outside the organization (through journals, conferences, colleagues and other companies ) and that are related to current projects. 4. Product champion: Sells new ideas to others in the organization. Acquires resources . Aggressive in championing his or her cause . Takes risks . 5. Project leader: Provides the team with leadership and motivation. Plans and organizes the project. Ensures that administrative requirements are met . Provides necessary coordination amongst team members . Sees that the project moves forward effectively . Balances project goals with organizational needs . 6. Sponsor: Provides access to a power bases within the organization: a senior person. Buffers the project team from unnecessary organizational constraints . Helps the project team to get what it needs from other parts of the organization . Provides legitimacy and organizational confidence in the project .A.7Virtuous circle innovation : is an example of Porters notion of competitive advantage 1. Reputation of the organization . 2. Attraction of creative people. 3. Organization encourage creativity . 4. Development of innovative products . 5. A willingness to accept new ideas . 6. Increased motivation and reduced frustration . 7. High morale and retention of creative people .Topic 3 An overview of New Product DevelopmentB.1NPD strategy：External environmental changes Internal organizational inputsOn-going corporate strategyOn-going R&D and technology management strategy On-going marketing strategyNew product strategy Opportunity analysisOn-going cooperate strategy: large organization is formal activity small organization is ad-hocOn-going marketing strategy: the launch of a new product by a competitor, or a identified customer demandOn-going technology management: A analysis of internal R&D and trawling of external technologyOpportunity analysis: npd teams are created to identified a potential product for an invention.B.2Ansoffs growth matrix:1.npd can be used as a strategy for growth 2.ansoffs matrix is a tool can be used by organizations to identify the variety of growth options.Current Products New ProductsCurrent markets 1.Market penetration strategy 3.Product development strategyNew markets 2.Market development strategy 4. Diversification strategyMarket penetration: the marketing mix to look ways to increase market penetration.Market development: exist for a businesss products through making them available to new marketsProduct development strategy: offering new or improved products to existing markets.Diversification strategy: moving in to new markets.B.3成功的产品开发：1. Product quality: Questions asked- How good is the product resulting from the development effort? Does it satisfy customer needs? Is it robust and reliable? Description：Product quality affects market share and the price that customers are willing to pay. 2. Product cost: Q- What is the manufacturing cost of the product? D包括了购买设备的成本，成本的多少决定了企业的最终额利润以及销量和价格。3. Development time: Q- How quickly did the team complete the product development effort? D开发的时间决定了企业在市场上的竞争力，以及多块可以回收成本。4. Development cost: Q- How much did the firm have to spend to develop the product? D投资到研发的成本。5. Development capability: Q- Are the team and the firm better able to develop future products as a result of their experience with a product development project? D研发部门的开发能力，决定了开发的效率和消耗（effectively & economically）B.4产品开发的过程advantage：1. Quality assurance：a development process specifies the phases a development projectile pass through and the checkpoint. 2. Coordination：roles of everyone is clear3. Planning：schedule is clear 4. Management：have benchmark for accessing the performance5. Improvement：careful documentation helps to identify opportunities for improvement七产品开发的6个: 1. Planning 制定corporate strategy，包括技术和市场两个方面。最终完成project mission statement 2. Concept development 设计产品的概念，需要很多的调查和研究3. System-level design 大模块的设计4. Detail design 5. Testing and refinement 6. Production ramp-up Topic 4 Research & Development and market researchC.1Extend PLC:basic research:involves work intended to apply to a broad range of uses or to new knowledge about an area.Applied research:involves the use of existing scientific principles for the solution of a articular problem.Development:inolves the use of known scientific principes, but centre on products.Technical services:focuses on providing a service to existing product.C.2R&D对于企业的作用：1. (existing business)defending existing business.support and expand existing business and keeping up with competitors2.drive new business，identification of market opportunities or deveopment of technolgy. 3.broaden&deepentechnological capability:continual accumulation of knowlogy.C.3Allocating funds for R&D：4 factors: 1expenditure by competitors 2companys long-term growth objectives3 the need for stability4distrotions introduced by large projects 6 different approaches：1. A fixed relationship to turnover 根据每年的营业额固定一个比例，开始的时候参照第一点；2. A fixed relationship to profits根据利润确定比例，这是短期的方案，开发出新产品可能带来很高的回报；3. Reference to previous levels of expenditure 在去年经费的基础上扩大一定比例，用于一开始的计划；4. Costing of an agreed program确定每个项目组的经费，以得出总体的经费；5. Internal customer-contractor relationship各分公司可以直接资助和他们有关的研究。C.4市场调查的五个步骤：1. gather raw data (data 有primary和secondary);2. interpret raw data in terms of customer needs (needs attributes) e.g. coffee machine；3. Organize the needs into a hierarchy; 4. Establish the relative importance of the needs 5. Reflect on the results and the processTopic 5 the 5-step Product Planning Process Phase 0D.4四种产品开发的项目：1. New product platforms 开发一个平台，上面可以容纳一系列的产品；2. Derivatives of existing product platforms 开发原系列的后续产品；3. Incremental improvements to existing products 对现有产品进行改进 ；4. Fundamentally new products 开发一个全新的产品。D.2The 5-step product planning process:Step 1 Identify Opportunities: 来源：market&sales personnel, currentproduct product deveopment teams. R&Ddevelopment organizations, third parties方法：passively和proactively，主动的有，调查客户的使用感受，lead customer，研究发展趋势，所有被发现的机会都要被保留Step 2 - Evaluate and Prioritise Projects: 参考方法:1. competitive strategy(a). technology leadership 技术的领先；(b). cost leadership 生产的效率 ；(c). customer focus 根据用户的需求及时改变 ；(d). imitative（market follower）山寨。2. market segment: identification of the weaknesses in the oganisations market and poduct portfolio3. technology trajector 就产品换新技术 kodak film 35mm digital。4. product platform planning 推出一个平台，然后再平台上在研发新的产品 如windows。 evaluation criteria：market size，market growth rate， competitive intensity，对于该市场的知识储备，和现有产品的匹配fit with product. Step 3 Allocate Resources and Plan Timing：可以调用的资源：human resource, development equipment, test equipment, manufacturing capacity, raw material。1. resources allocation 最好是只适用95%的配额，以防止突发情况：(a). over commitment会使生产率下降 ;(b). aggregate planning 只完成那些可以完成的项目，可以更加合理的分配资源。2. project timing :(a). timing of product introductions越早进入市场越好，可是如果太仓促了容易影响名声；(b). technology readiness； (c). market readiness 太快推出新产品会让旧客户不满意，太慢推出的话也会让市场失望； (d). competition。Step 4 Complete Pre-Project Planning:完成一份mission statement：1.A brief introduction of the product 2.Key business goal 3.Target market for the product 4.Assumptions and constrains that guide the development effort 5.Stakeholders Step 5 Reflect on the Results and the ProcessIs the opportunity funnel collecting an exciting and diverse set of product opportunities? Does the product plan support the competitive strategy of the firm? Topic 6 Phase 1 Concept DevelopmentE.1 Concept Development1Identifying customers needs 目的: 1. Understand customers needs 2. Then to effectively communicate them to the development team output：Customer needs statements organised in a hierarchical list, with importance weightings for many or all of the needs 步骤：1. Gather raw data from customers; 2. Interpret the raw data in terms of customer needs; 3. Organize the needs into a hierarchy of needs; 4. Establish the relative importance of the needs; 5. Reflect on the results and the process2Establish target specifications 目的: 1. Specifications provide a precise description of what a product has to do 2. Are a translation of the customer needs into technical terms output：A list of target specifications. Each specification consists of a metric, and marginal and ideal values for that metric 步骤：1. Prepare the list of metrics, i.e. the technical or manufacturing features of the product based on the customer needs; 2. Collect competitive benchmarking information; 3. Set ideal and marginally acceptable target values; 4. Reflect on the results and the process3Generate Product Concepts 目的: to thoroughly explore the space of product concepts that may address the customer needs output：The result of this activity is usually a set of 10-20 concepts each is typically represented by a sketch and a brief descriptive text 步骤：1.Clarify the problem(找出sub-problems); 2.Search externally（找已存在的concepts）; 3.Search internally（找可能实现的新concepts）; 4.Explore systematically（将以上两者结合）; 5.Reflect on the solutions and process4Select Product Concept 目的: Concept selection is the activity in which various product concepts are analysed and sequentially eliminated to identify the most promising concept(s) 步骤：1. Initial screen, entry screen or preliminary Screen; 2. Customer screen; 3. Technical screen; 4. Final screen; 5. Business analysis 5Test Product Concept 目的: 1. verify that the customer needs have been met 2. assess the market potential of the product and any shortcomings that need further development 步骤：1. Define the purpose of the concept test； 2. Choose a survey population； 3. Choose a survey format； 4. Communicate the concept； 5. Measure customer response； 6. Interpret the results； 7. Reflect on the results and process6Setting final specifications7Project planning 产出：1. creates a detailed development schedule; 2. devises a strategy to minimise development time 3. identifies the resources required to complete the projectE.2Initial Screen(Key Evaluation Criteria 不是所有的要素需要同时被考虑): 1. Technical 技术考虑: 2. Research direction and balance 研究方向和风险平衡: 3. Competitive rationale 竞争力4. Patentability 专利5. Stability of the market 市场的稳定6. Integration and synergy 7. Market 市场: 8. Channel fit 销售渠道9. Manufacturing 制造10. Financial 经济11. Strategic fit 适应策略Customer screen:a prototype is a useful discussion and explanation tool.Technical screen: informal technial discussions with experts.Final screen:involves theuse of screening models and computer programs.Business analysis:involve construction of marketing plans;technical plans;financia reviews and projected budgetsE.3Concepte testing:1 define the purpose of the concept test 2 choose a survey population 3 choose a survey format 4 communicate the concept 5 measure customer response 6 interpret the results 7 reflect on the results and processTopic 7 System level designF.1Phase 2 System level design includes the definition of the product architecture and the decomposition into functional & physical elementsproduct architecture分成两步，每一个chunk的功能设计（decomposition），和各个chunk之间的互动（interaction）。 F.2 three module1. Slot-modular：每个接口都不同; 2. Bus-modular: 有一个中转模块； 3. Sectional-modular：每个接口都一样，不存在F.3Implications of product architecture:1.Product change:modular chunks allow changes to be made to few isolated functioal elements of the product (upgrade)2.product variety:the range of product models the firm can roduce3.Component Standardization the use of the same component or chunk in multiple products 4.Product performance:how well a product implements its intended functions5.manufacturability:design each chunk poduce at low costF.4 4-step method for establishing the product architecture: Step 1 Create a schematic of the product 设计人员对于concept的理解，以及各部件的功能联系。 Step 2 Cluster the elements of the schematic ： 1. Geometric integration and precision：主要考虑相关组件的物理位置安排，比如打印机; 2. Function sharing: 按照功能分配位置，integrated control panel; 3. Capabilities of vendors: 供应商的能力; 4. Similarity of design or production technology：可以节约成本； 5. Localization of change：需要变动的组件要边缘化； 6. Accommodating variety：适应性; 7. Enabling standardization: 标准化接口Step 3 -Create a rough geometric layout 画出模拟图，来观察是否合理Step 4 Identify the fundamental and incidental interactions 注意意外的交互Topic 8 Detail DesignG.1目标(including)：The complete specification of the geometry (i.e. physical dimensions) ,materials, and tolerances of all the uniq