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1、Why Is NPDM an Important Field of Study?,Big business Key weapons to success Escape price war Difficult and complicated multifunctional work High failure rate No need for the product New product did not meet the need Product was not well marketed Great life,What Is a New Product?(From Developers Vie
2、w),New-to-the-World Products Photocopier, PC, Microwave oven, Space shuttle New Category Entries Hewlett-Packard PCs, AT this is done in a market test.,Lack of needs?,Meeting needs?,Marketing poorly?,Methods of Market Testing,Pseudo Sale Speculative Sale ask the potential buyers if they would buy th
3、e product. Simulated Test Marketing creates a false buying situation and observes what the buyers do. Controlled Sale Informal Selling train a few salespeople, give them the product and the selling materials, and have them begin making calls. Direct Marketing sells directly by means of the mail, tel
4、ephone, fax, internet Minimarketing selects one or several outlets as a minimarket. Full Sale Test Marketing a presumably representative piece of the total market is chosen for a dress rehearsal. Rollout,The Launch Management System,Spot potential problems. Select those to control. Consider expected
5、 impact/damage. Develop clear and specific contingency plans for the management of problems. Design the tracking system. Select variables. Devise measuring system. Select trigger points. Adage: in driving a car, it is the potholes you dont know about (or forget about) that cause you damage.,Options
6、in New Products Organization,1. Functional: work is done by the various departments, very little project focus. Usually a new products committee or product planning committee. Low risk work and present line of products Does not lead to much innovation. 2. Project Matrix: High projectization, team pe
7、ople are project people first and functional people second. People may drive the project even against departments best wishes. ex. IBM PC developed this way. 3. Venture: Team members pulled out of department to work full time on project. May be kept in the regular organization or spun outside,Buildi
8、ng a Team,The importance of culture The team assignment and ownership Selecting the leader Selecting the team members Roles and participants Network building Training the teams,Innovation Processes in Multinational Corporations,Center-for-Global Innovation Process 總公司負責新產品R&D、設計、開發，整個系統遍及全世界使用。 Local-for-local Innovation Process 子公司負責當地水準之創新過程的執行，行銷導向甚於技術創新，只牽涉既存技術、產品或管理系統微小的修正！ Local-for-Global Innovation Process 由某一子公司開始創新，接連再擴散到其它子公司各單位執行。 Global-for-Global Innovation Process 聚集母公司和很多不同子公司聯合開發全球性產品，和其它型態主要不同在於由各公司共同分享,
