新产品开发管理和企业

1、19-1新产品开发管理和新产品开发管理和企业家企业家19-2Innovation, Technological Change and Competition改革、技术上的变化和竞争Technology refers to the skills, knowledge, experience, body of scientific knowledge, tools, computers, machines used in the design and production of goods and services. 技术指的是用于设计、产品生产和服务的技巧、知识、经验和科学知识技术指的是用于设计

2、、产品生产和服务的技巧、知识、经验和科学知识载体、工具、计算机和机器载体、工具、计算机和机器Quantum technological change: fundamental shift in technology that results in innovation.技术变化量：导致创新的技术方面的根本变化技术变化量：导致创新的技术方面的根本变化uThe Internet and genetic engineering are examples. 举例：互联网和遗传工程nIncremental technological change: refinements of current tech

3、nology over time. 增值的技术变化：当前技术的多次精练uMost firms seek incremental product innovations which allows constant, but small, improvements. 许多公司寻求增值的产品创新，它允许长期不变，但有小的改进19-3Effect of Technological Change技术变化的效果l Many products undergo constant change and improvement. 许多产品经历了不断的变化和改进许多产品经历了不断的变化和改进uElectronic

4、products provide a great example. 电器产品提供了很多的事例nThis change can be a threat to firms that are slow to improve but provides benefits to firms that adjust. 这个变化改进慢可能对公司有威胁，但向公司提供它所调整的利益uTechnological change is both a threat and an opportunity. 技术变化既是威胁又是机会nSmith Corona typewriter company missed out on

5、word processing and is now out of business. Smith Corona打字机公司错过了文字处理，现在被排除在业务之外nMicrosoft was quick to embrace graphic user interface programs and now is dominant in the software business. Microsoft迅速拥有图表用户界面程序，现在在软件业务中占优势19-4Product Life Cycles产品生命周期nRefers to demand changes for a product over time

6、. 指的是长时期对产品变化的需求uEmbryonic stage: product is not widely accepted and has minimal demand. 开始阶段：产品没有受到广泛接受，需求很小uGrowth stage: many consumers seek out the product and buy it for the first time. 成长阶段：许多顾客挑选产品并第一次购买uMature stage: demand peaks since most buyers already have the product and only buy replac

7、ements. 成熟阶段：需求的顶峰，因为大多数购买者已经拥有产品只是购买补充uDecline stage: demand falls off perhaps since the product is obsolete. 衰退阶段：也许由于产品陈旧需求下降19-5Product Life Cycles产品生命周期EmbryonicStage开始阶段开始阶段GrowthStage成长阶段成长阶段MatureStage成熟阶段成熟阶段DeclineStage衰退阶段衰退阶段Time时间Demand需求Figure 19.119-6Relationship Between Technological

8、 Change and Life Cycle Duration技术变化和生命周期持续的关系技术变化和生命周期持续的关系Length of Product Life Cycles产品生命周期长度产品生命周期长度Rate of Technological Change技术变化率技术变化率Figure 19.219-7Rate of Technological Change技术变化率nThe rate of change determines the length of the product life cycle demand curve. 变化率决定产品生命周期需求曲线长度uThe comput

9、er industry, life cycle is about 18 months; in the steel industry, it is many years. 计算机工业，生命周期是18个月；钢铁工业，它是许多年nFads and fashions also impact the life cycle duration. 时尚和时髦也影响生命周期持续时间uStyle changes alter the demand for goods. 风格变化修改对产品的需求uUsually, goods subject to fads and fashion changes will exper

10、ience shorter life cycles. 通常，面向时尚和时髦的产品将经历短的周期nIn general, life cycles are getting shorter, forcing managers to be more responsive to customers. 总之，生命周期正在变短，迫使管理者对顾客更有回应性19-8The Four Goals of New Product Development新产品开发的4个目标Reduce Product Cycle Time减少产品周期时间减少产品周期时间Maximize Fit withCustomer needs适合

11、顾客需求最佳化适合顾客需求最佳化Maximize Manufacturability可制造性最佳化可制造性最佳化MaximizeProduct Quality产品质量最佳化产品质量最佳化Figure 19.319-9The Four Goals of New Product Development新产品开发的4个目标1) Reduce Product Cycle Time: reduce time needed to develop a product from conception to market introduction. 减少产品周期时间：减少开发一个产品从概念到市场引进所需的时间n

12、Early to market products can command premium prices and will have a longer life cycle. 产品面市早可以要求贴现价格会有一个较长的生命周期 nCan add new features before competitors 可以在竞争者前边增加新特性2) Maximize fit with Customer Needs: most products fail because they were not designed to fit customer needs. 适合顾客需求最佳化：大多数的产品失败是由于它们的

13、设计不适合顾客需求nEnsure customers want the product features before adding them to the product. 在把产品特性增加的产品之前保证顾客希望19-10The Four Goals of New Product Development新产品开发的4个目标3) Maximize Product Quality: be sure new products are of superior quality. 产品质量最佳化 ：保证新产品质量高级nPoor quality in a new product can doom its

14、acceptance even if quality is fixed later on. 新产品质量低劣会对它的被接受带来厄运，即使将来质量得到修复nQuality problems usually result from rushing product to market. 质量问题通常来源于将产品匆忙推向市场4) Maximize Manufacturability: the efficiency with which the product is built impacts its time to market. 可制造性最佳化：产品所拥有的影响面市时间的效率nEase of prod

15、uction can shorten development time. 生产容易会缩短开发时间nEfficient production can also avoid production problems and improve quality. 有效的生产也能避免生产问题和改进质量19-11Stage-Gate Development Funnel Principles阶段门开发漏斗原则nPrinciple 1: Use a Stage-Gate Development Funnel; managers often try to fund too many projects at onc

16、e. 原则1：使用阶段门开发漏斗，管理者通常想同时投资的计划过多uStage 1 considers all new ideas. Those that are feasible and meet the strategic goals of the firm go through Gate 1. 第一步，考虑所有的新主意。让那些可行的并符合公司战略目标的通过第一道门uStage 2 focuses on the product development plan and then evaluated at Gate 2. Only the best continue. 第二步，集中于产品开发计

17、划然后在第二道门评估，只有最好的通过.uStage 3 issues a contract book and focuses on responsibilities, budgets, resources, etc. This is the symbolic launch of the formal development. 第三步，发布一本合同书集中于责任、预算、资源、等。这是一个正式开发的象征性概述19-12Stage-Gate Development Funnel阶段门开发漏斗Ship运送运送Stage 3Stage 2Stage 1Ideas主意主意Gate 1Gate 2Figure

18、 19.419-13Cross Functional Teams Principles跨越职能团队原则nPrinciple 2: Cross functional teams seem to be a crucial part of effective product development. 原则2：跨越职能团队似乎是有效的产品开发的重要部分uCore members of the team are the 3 to 6 people primarily responsible for the development effort. 团队的主要人员为3到6人主要负责开发uMust ensur

19、e there is coordination and communications between team members. 必须保证团队成员之间的沟通与合作uOften are located physically together 通常有形地在一起uSuccessful teams will develop a clear sense of their objectives and share a common mission. 成功的团队将把他们的目标发展成一个清晰的意识并分担一个共同的任务19-14Members of a Cross-Functional New Product

20、Development Team跨越职能的新产品开发团队的成员Figure 19.519-15Concurrent Engineering Principles一致工程原则nPrinciple 3: Concurrent Engineering: Traditional approach follows a sequential flow between steps. 一致工程原则：传统的方法遵循一个步骤间连续的流动uThis results in long development times and poor quality when managers do not communicate

21、between departments. 当管理者不进行部门沟通时，这种方法导致开发时间长和质量低劣nDevelopment managers may design the product without talking with manufacturing, resulting in problems. 开发管理者不经同制造部门交谈而设计产品，导致问题uBy working concurrently, design and production issues are considered together. 在一起工作，设计和生产的内容一起考虑uProduction concerns are

22、 addressed while the product is designed and can still be changed. 在进行产品设计时引入生产上的考虑，产品可以改变19-16Sequential v. Parallel Development Processes连续过程与平行过程的比较Figure 19.6A Sequential Process一个连续的过程一个连续的过程A Partly Parallel Process一个部分平行的过程一个部分平行的过程19-17Bring in Customers & Suppliers带来顾客和供应商nA key reason the

23、products fail is that they do not meet the needs of the customers. 产品失败的一个关键原因是它们不符合顾客需求nCustomer ideas and needs should be included in the design process. 顾客意见和需求应该包括在设计过程中uSolicit customer input from many sources. 从许多源头征求顾客投入nSuppliers are also critical to the success of a product. 对于一个成功的产品供应商也是紧

24、要的uEmbrace them during concurrent engineering. 在一致的工程中拥有他们uSeek their ideas and input early in the process. 在过程中近早寻求他们的主意和输入19-18Product Development Problems产品开发问题nSuccessful product development is a critical component of a successful firm. 成功的产品开发是一个成功的公司的关键成分uWhile most managers know this, it can

25、be difficult to actually carry out good development strategies. 当然大多数管理者知道这个，真正执行好的开发战略会是难的uMany managers have difficulty in releasing control of their part of the process and allowing groups to take part. 许多管理者在免除整个过程中他们的控制部分而允许小组参加是困难的nConflict management skills can address this. 在此可以引入冲突管理技巧nProd

26、uct development often requires a break in the traditional organizational culture to be highly successful. 产品开发通常要求打破传统的组织文化来获得成功19-19Entrepreneurship企业家lEntrepreneurs are people that notice opportunities and take the initiative to mobilize resources to make new goods and services. 企业家是注意到机会并采取主动动员资源

27、来制造新产品和服务的人企业家是注意到机会并采取主动动员资源来制造新产品和服务的人nMany entrepreneurs work for themselves and start new firms. 许多创始人为他们自己工作，开创新公司nIntrapreneurs: work in large companies and contribute to innovation in the firm. 创始人 工作在大型公司在公司内致力于创新uIntrapreneurs that become frustrated with the lack of opportunity at some larg

28、e firms often leave and form their own business called a new venture. 创始人在一些大企业中由于缺少机会而变的坎坷通常为他们自己的业务而离开公司叫做新冒险19-20Entrepreneurship and New Ventures企业家和新冒险nCharacteristics of entrepreneurs-most share these common traits: 企业家的特点：多数分享这些特质：uOpen to experience: they are original thinkers and take risks

29、. 对经验开放：他们是最初的思想者并承担风险uInternal locus of control: they take responsibility for their own actions. 控制的内部轨迹：他们对自己的行动负责uHigh self-esteem: they feel competent and capable. 高度自我尊重：他们感觉胜任有能力uHigh need for achievement: they set high goals and enjoy working toward them. 成功的高度需求：他们设定高等目标并享受为之工作的乐趣19-21Entrep

30、reneurship and Management企业家和管理nTo become involved in an entrepreneurial firm:n参与一个创始人公司uStart your own business as an entrepreneur. 作为一个创始人开始你自己的业务uWork for a growing entrepreneur in their firm. 在他们的公司内为成长的创始人工作nMany entrepreneurs enjoy starting a business, but not running it. 许多创始人乐于开始业务，而不是运作它nDevelop a plan for the n