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Chapter 4

GMS401- Chapter 4- Product design.docx

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Global Management Studies
GMS 401
Sam Lampropoulos

GMS401- Chapter 4- Product design Product design process  Product design- determining the form and function of the product  4 elements to rapidly create new goods and services and bring them to customers o Product approval committee oversees and directs the design/ development activities o Structural development process use of project management techniques o Core teams plan and lead the design/ development projects from idea to commercialization o Phase review milestones during a new product design/ development project when the progress of the core team is reviewed by the project approval committee  Phases for product design o Idea generation and preliminary assessment o Building a business case o Development of product and process o Testing and validation o Launch Sources of ideas for new or redesigned products  Reverse engineering- dismantling a competitors product to discover what is it composed of and how the components work, searching for own product improvement  Research and development (R&D)- lab scientists and engineers involved in creative work on a systematic basis to increase knowledge directed toward product and process innovation Key issues in product design  Life cycle- nature and length of a products life o Incubation- product is introduced o Growth- design improvements that create a more reliable and less costly product o Maturity- demand level is off o Saturation- leads to a decline demand o Decline- no demand for the product at all. Companies attempt to prolong the useful life of a product by improvement  Standardization- extent to which there is absence of variety in a part or product o Made in large quantities of identical items  Design for mass customization o Mass customization- producing basically standardized goods and services but incorporating some degree of customization  Several tactics make this possible  Delayed differentiation- producing, but not quite completing, a product until customer preferences are known  Modular design- parts are grouped into modules that are easily replaced or interchanged. The product is composed of a number of modules or components instead of a collection of individual parts  Reliability-the ability of a product, part, or system to perform its intended function under normal conditions o Failure- situation in which a product, part, or system does not perform as intended  Robust design- design that can function over a broad range of conditions o The more robust a product the less likely it is to fail—due to change in environment which it is used o Taguchi’s approach easier to design a product
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