20. Supplier Collaboration in NPD

Question 1

characteristics of technology plan

Answer 1

technology
lead time (intro to market)
mode of acquisition

Question 2

context foresight: competitive + technological analysis

Answer 2

external context driven analysis
- identify: new markets, evolution of current markets, future customer needs and the tech needed satisfy these needs

internal context driven analysis
- map existing core competences/technological skills and their existing + possible applications

Question 3

acquisition of technology for technology development

Answer 3

make - internal development
collaborate - w/ external institutions
buy - pure acquisition

Question 4

core competencies (distinguish you from competitors)

Answer 4

VRIN model:

• valuable
• rare
• imperfectly imitable
• non-substitutable

Question 5

R&D best practices using external competencies

Answer 5

P&G has a 50/50 ratio b/w internal + external resources

Cisco uses M&A to complete its internal resources/skills

Question 6

factors accessing decision to collaborate in technology development

Answer 6

availability + level of external resources

acquisition time

appropriability of results

learning curve + acceleration

costs

technical risk

Question 7

acquisition of technology for technology introduction

Answer 7

make - internal resources
collaborate
sell - transfer tech to other companies

Question 8

supplier collaboration: current state

Answer 8

increased outsourcing of production tasks

changing nature of outsourcing: systems rather than parts

strong increase in development costs

shorter product life cycles + time to market

OVERALL: increasing importance of collaborative product innovation as competitive strategy

Question 9

traditional approach to NPD

Answer 9

purchasing involved late in process when you have a detailed design

• supplier is searched for according to decision make in-house

Question 10

modern design approach to NPD

Answer 10

investigative phase

laboratory phase

manufacturing + procurement phase

Question 11

modern design approach to NPD: investigative phase

Answer 11

purchasing will provide info on current: costs, availability, time, possibilities… that suppliers can use

• allows marketing + engineering to adapt to new realities

Question 12

modern design approach to NPD: laboratory phase

Answer 12

purchasing evaluates detailed idea and provides suggestions on how to reduce cost and/or enhance performance

Question 13

modern design approach to NPD: manufacturing + procurement phase

Answer 13

involve suppliers to let them know in advance the capacity planning

• avoid situation where supplier is unable to satisfy volume needed

Question 14

practical difficulties in collaborative processes

Answer 14

both parties:

• limited experience
• no clear agreements

supplier:
- selected based on price rather than innovativeness
- collaborate w/ too many suppliers

manufacturer:

• insufficient internal collaboration
• supplier involvement seen as threat
• ‘not invented here’

OVERALL: problems are organizational rather than technical

Question 15

key aspects to involve early in the process: ‘to-be’ process

Answer 15

concurrent engineering
procurement engineer
early supplier involvement
innovative supplier selection

Question 16

external technology acquistion: things a decision maker must consider

Answer 16

impact on the firm
time horizon
control over the process
control over the results
start up time and costs
level of risk
level of reversibility

Question 17

factors accessing decision to collaborate in technology introduction

Answer 17

availability of complementary assets

risk + market familiarity

standard definition + setting (facilitates adoption)

technology strategy