Slide 12 1 Chapter 12 New product development

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Slide 12. 1 Chapter 12 New product development Trott, Innovation Management and New Product

Slide 12. 1 Chapter 12 New product development Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 2 Figure 12. 1 A variety of perspectives from which to analyse

Slide 12. 2 Figure 12. 1 A variety of perspectives from which to analyse the development of new products Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 3 Figure 12. 1 A variety of perspectives from which to analyse

Slide 12. 3 Figure 12. 1 A variety of perspectives from which to analyse the development of new products Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 4 Figure 12. 2 Main inputs into the decision-making process Trott, Innovation

Slide 12. 4 Figure 12. 2 Main inputs into the decision-making process Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 5 Figure 12. 3 Ansoff matrix Source: Adapted from I. Ansoff (1965)

Slide 12. 5 Figure 12. 3 Ansoff matrix Source: Adapted from I. Ansoff (1965) Corporate Strategy, Penguin, Harmondsworth; (1968) Toward a Strategy of the Theory of the Firm , Mc. Graw-Hill, New York. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 6 Figure 12. 4 New product development strategies Source: S. C. Johnson

Slide 12. 6 Figure 12. 4 New product development strategies Source: S. C. Johnson and C. Jones (1957) How to organise for new products, Harvard Business Review, May–June, Vol. 35, 49– 62. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 7 Figure 12. 5 A product is multi-dimensional Trott, Innovation Management and

Slide 12. 7 Figure 12. 5 A product is multi-dimensional Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 8 Table 12. 1 Different examples of ‘newness’ Source: F. A. Johne

Slide 12. 8 Table 12. 1 Different examples of ‘newness’ Source: F. A. Johne and P. A. Snelson (1988) The role of marketing specialists in product development, Proceedings of the 21 st Annual Conference of the Marketing Education Group, Huddersfield, Vol. 3, 176– 91. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 9 Table 12. 2 A new product has different interpretations of new

Slide 12. 9 Table 12. 2 A new product has different interpretations of new Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 10 Figure 12. 6 The average new product portfolio Source: Adapted from

Slide 12. 10 Figure 12. 6 The average new product portfolio Source: Adapted from A. Griffin (1997) PDMA research on new product development practices: updating trends and benchmarking best practices, Journal of Product Innovation Management, Vol. 14, 429. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 11 Figure 12. 7 Tauber’s growth matrix Source: Tauber, E. M. (1981)

Slide 12. 11 Figure 12. 7 Tauber’s growth matrix Source: Tauber, E. M. (1981) Brand franchise extension: new product benefits from existing brand names, Business Horizons, Vol. 24, No. 2, 36– 41. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 12 Figure 12. 8 Saunders and Jobber’s phasing continuity spectrum Source: Saunders,

Slide 12. 12 Figure 12. 8 Saunders and Jobber’s phasing continuity spectrum Source: Saunders, J. and Jobber, D. (1994) Product replacement: Strategies for simultaneous product deletion and launch, Journal of Product Innovation Management , Vol. 11, No. 5, 433– 50. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 13 Figure 12. 9 Commonly presented linear NPD model Trott, Innovation Management

Slide 12. 13 Figure 12. 9 Commonly presented linear NPD model Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 14 Figure 12. 10 Cash flows and new product development Trott, Innovation

Slide 12. 14 Figure 12. 10 Cash flows and new product development Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 15 Table 12. 3 The three main streams of research within the

Slide 12. 15 Table 12. 3 The three main streams of research within the NPD literature Source: S. L. Brown and K. M. Eisenhardt (1995) Product development: past research, present findings and future directions, Academy of Management Review, Vol. 20, No. 2, 343– 78. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 16 Table 12. 4 Customer roles in NPD Source: Adapted from Nambisan,

Slide 12. 16 Table 12. 4 Customer roles in NPD Source: Adapted from Nambisan, S. (2002) Designing virtual customer environments for new product development: Toward a theory, Academy of Management Review, Vol. 27, No. 3, 395. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 17 Figure 12. 11 Over-the-wall model Trott, Innovation Management and New Product

Slide 12. 17 Figure 12. 11 Over-the-wall model Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 18 Mike Smith’s secret weapon: the salutary tale of ‘How not to

Slide 12. 18 Mike Smith’s secret weapon: the salutary tale of ‘How not to design a swing, or the perils of poor coordination’ Figure 12. 12 Source: C. Lorenz (1990) The Design Dimension, Blackwell Publishing Ltd, Oxford. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 19 Figure 12. 13 An activity-stage model Source: From New Products Management,

Slide 12. 19 Figure 12. 13 An activity-stage model Source: From New Products Management, 5 th edn (Crawford, C. M. 1997), © The Mc. Graw-Hill Companies, Inc. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 20 Figure 12. 14 A network model of NPD Trott, Innovation Management

Slide 12. 20 Figure 12. 14 A network model of NPD Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 21 Figure 12. 15 innocent’s own form of concept testing Trott, Innovation

Slide 12. 21 Figure 12. 15 innocent’s own form of concept testing Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 22 Table 12. 5 Simple evaluation checklist Trott, Innovation Management and New

Slide 12. 22 Table 12. 5 Simple evaluation checklist Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Slide 12. 23 Table 12. 6 Smoothies brands (market value and market share) Source:

Slide 12. 23 Table 12. 6 Smoothies brands (market value and market share) Source: Mintel Group 2011 Smoothies, UK, 2010, Market share. Trott, Innovation Management and New Product Development , 5 th Edition, © Pearson Education Limited 2013

Product Product Mix New Product Development Product LifeProduct Product Mix New Product Development Product Life
Product planning management2 New Product Development New productProduct planning management2 New Product Development New product
PRODUCT MANAGEMENT Product Decisions Product Development Product LifecyclePRODUCT MANAGEMENT Product Decisions Product Development Product Lifecycle
New Product Development 1 New Product Development TheNew Product Development 1 New Product Development The
Product Strategy PRODUCT New product development process ItProduct Strategy PRODUCT New product development process It
Inner Product Dot Product Outer Product Cross ProductInner Product Dot Product Outer Product Cross Product
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New Product Overview New Product Overview Development FunnelNew Product Overview New Product Overview Development Funnel
PRODUCT INTRODUCTION BRAND PRODUCT DEVELOPMENT CONSUMER GOOD PRODUCTPRODUCT INTRODUCTION BRAND PRODUCT DEVELOPMENT CONSUMER GOOD PRODUCT
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Chapter 10 Product Management and New Product DevelopmentChapter 10 Product Management and New Product Development
The Product Lifecycle and New Product Development ChapterThe Product Lifecycle and New Product Development Chapter