GMS 401 Lecture 3: Chapter 3

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Chapter 3: Product Design
Quotes from Thomas A. Edison
Genius is one percent inspiration and ninety-nine percent perspiration.
I have not failed. I've just found 10,000 ways that won't work.
There is no substitute for hard work.
Moral: Ideas not= product design. Much more involved.
Elements of product Design process
Product approval committee
top management oversees and directs the development activities
Authorize, review, allocate resources
Core teams
cross functional teams
empowered to plan and lead
expand as needed
Phase reviews
at certain milestones
decide to approve/cancel/revise the project
Structured Development Process
uses project management techniques
schedule, execute and control.
Product design process: Phases
1. Idea generation
2. Build a business case: market and competitor analysis
3. Development: translate the “voice of the customer”
4. Testing and validation
5. Launch
Product development process
Once the decision to develop a new product is made, the actual product development
process begins
1. Idea generation
2. Idea screening
3. Concept development (idea selection, business analysis)
4. Product design (management review)
5. Prototype development (management review)
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6. Test market (management review)
7. Commercialization
Sources of ideas for products
Employees
Marketing
Research and Development (R&D)
Customers
Survey or Focus Groups
Competition
Reverse engineering (the dismantling and inspecting of a competitor’s product to
discover product improvements)
Suppliers
Searching for new product ideas
1. Listening to the Market Complaints
2. Gaps in the Market
3. Exploring Niche Markets
4. Using New Technology
5. Creating New Market Space
Issues in product design
Life Cycles
Standardization
Mass Customization
Reliability
Robust Design
Legal and Ethical Issues
Design for Environment
Concurrent Engineering
Computer-Aided Design (CAD)
Design for Manufacturing and Assembly
Component Commonality
Product life cycle
Deals with stages in the “life” of a product or service relative to demand for it.
1. Incubation/Introduction:
Low demand—item not known to potential buyers
Thought by these buyers to have “bugs” and to be high-
priced.
2. Growth:
Passage of time:
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