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Introduction to New Product Development January 18, 2007. Introduction to NPD. Why is NPD an exciting topic? What separates winners from losers? Why does NPD matter? The NPD Process. Introduction to NPD. Why is NPD an exciting topic?. Risky. To avoid failure, everything has to be right:

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introduction to npd
Introduction to NPD
  • Why is NPD an exciting topic?
  • What separates winners from losers?
  • Why does NPD matter?
  • The NPD Process
introduction to npd3
Introduction to NPD
  • Why is NPD an exciting topic?
risky
Risky
  • To avoid failure, everything has to be right:
    • Concept
    • Design
    • Pricing
    • Positioning
    • Packaging
    • Advertising and Promotion
risky5
Risky
  • New Products Showcase and Learning Center
    • Largely for consumer products that tend to have higher failure rates:
    • http://www.newproductworks.com
critical7
Critical

Source: Product Leadership - Creating and Launching Superior New Products

Robert G. Cooper

introduction to npd8
Introduction to NPD
  • Why is NPD an exciting topic?
  • What separates winners from losers?
winners vs losers10
Winners vs. Losers
  • The Cornerstones of Performance:
  • A High-Quality NPD Process
  • A Defined NPD Strategy for the Business
  • Resource Commitment
introduction to npd11
Introduction to NPD
  • Why is NPD an exciting topic?
  • What separates the winners from the losers?
  • Why does NPD matter?
well managed npd processes are a significant source of performance improvement
Well-managed NPD processes are a significant source of performance improvement
  • Decrease Development Time by 30-70%
  • Reduce # of Engineering Changes by 65-90%
  • Reduce Time-to-Market by 20-90%
  • Increase Overall Product Quality by 200-600%
  • Increase White Collar Productivity by 20-110%
  • Increase Dollar Sales by 5-50%
  • Increase Return on Assets by 20-120%Source: Product Leadership (2000) Robert Cooper
pdma best practices survey 97
PDMA Best Practices Survey (’97)
  • The Best:
    • average 49% of sales from products < 5 yrs old
    • have a success rate over 80%
    • Use stage/gate processes more extensively (& more stages)
    • reward team non-financially in public and private ways
    • innovate in their use of market research and engineering design tools

Source: Drivers of NPD Success: The PDMA Report

introduction to npd14
Introduction to NPD
  • Why is NPD such an exciting topic?
  • Introductions
  • Why does NPD matter?
  • The NPD Process
the npd process
The NPD Process

Phase 1:

Opportunity

Identification

and Selection

Phase 2:

Concept

Generation/

Ideation

the npd process16
The NPD Process

Phase 1:

Opportunity

Identification

and Selection

Phase 2:

Concept

Generation/

Ideation

Phase 3:

Concept

Evaluation &

Screening

Phase 4:

Development

the npd process17
The NPD Process

“Fuzzy” Front End

Phase 1:

Opportunity

Identification

and Selection

Phase 2:

Concept

Generation/

Ideation

Phase 3:

Concept

Evaluation &

Screening

Phase 4:

Development

Phase 5:

Testing &

Launch