NPD requires an understanding of customer needs and wants, the competitive environment, and the nature of the market. Cost, time and quality product planning and development process pdf the main variables that drive customer needs.
There are many uncertainties and challenges which companies must face throughout the process. The product development process typically consists of several activities that firms employ in the complex process of delivering new products to the market. NPD process can be likewise complex regarding management of personnel, milestones and deliverables. The front-end marketing phases have been very well researched, with valuable models proposed. He also includes an engine in the middle of the five front-end stages and the possible outside barriers that can influence the process outcome.
The engine represents the management driving the activities described. The front end of the innovation is the greatest area of weakness in the NPD process. This is mainly because the FFE is often chaotic, unpredictable and unstructured. The design stage is very important because at this stage most of the product life cycle costs are engaged. Design projects last from a few weeks to three years with an average of one year. Design and Commercialization phases usually start a very early collaboration. Basically, the design team will develop drawings with technical specifications representing the future product, and will send it to the manufacturing plant to be executed.
Conceptual models have been designed in order to facilitate a smooth process. The concept adopted by IDEO, a successful design and consulting firm, is one of the most researched processes in regard to new product development and is a five-step procedure. Implementation of design changes which are associated with more technologically advanced procedures and therefore this step will require more time. This is the best known model because it underlies the NPD systems that have been put forward later. This model represents the foundation of all the other models that have been developed afterwards. Significant work has been conducted in order to propose better models, but in fact these models can be easily linked to BAH model. A pioneer of NPD research in the consumers goods sector is Robert G.
Over the last two decades he conducted significant work in the area of NPD. The Stage-Gate model developed in the 1980s was proposed as a new tool for managing new products development processes. This was mainly applied to the consumers goods industry. These findings highlight the importance of the stage-gate model in the area of new product development. There have been a number of approaches proposed for analyzing and responding to the marketing challenges of new product development.
It is in the front end where the organization formulates a concept of the product to be developed and decides whether or not to invest resources in the further development of an idea. It includes all activities from the search for new opportunities through the formation of a germ of an idea to the development of a precise concept. The Fuzzy Front End phase ends when an organization approves and begins formal development of the concept. Consequently, this phase should be considered as an essential part of development rather than something that happens “before development,” and its cycle time should be included in the total development cycle time. The first element is the opportunity identification. In this element, large or incremental business and technological chances are identified in a more or less structured way.
Using the guidelines established here, resources will eventually be allocated to new projects. The second element is the opportunity analysis. It is done to translate the identified opportunities into implications for the business and technology specific context of the company. The third element is the idea genesis, which is described as evolutionary and iterative process progressing from birth to maturation of the opportunity into a tangible idea.