Chapter 2

Question 1

5 phases of new product process (in detailed)

Answer 1

1. Opportunity identification/selection =(active and passive generation of new product opportunities as spinouts of the ongoing business operation)
2. concept generation = (collect available new product concepts that fit the opportunity and generate new one as well)
3. concept/project evaluation
4. development
   5.launch

Question 2

the role of serial innovator

Answer 2

-Mid level (technical employees who think and work differently and follow their own new products process
-Critical to firms being able to launch radical innovations successfully and repeatedly over a long period of time.
-Challenge: Identify, manage, and properly reward the serial innovator

Question 3

5 method by Robin Cooperok

Answer 3

1. Have a clear product innovation charter.
2. Have a third-generation new products process that permits overlapping phases.
3. Use a new product portfolio and careful project selection to allocate scarce resources.
4. Focus on quality: “get it right the first time”
5. Have an empowered cross-functional team.

Question 4

Risk & Guideline to speeding market

Answer 4

risk
1.scope creep: product definition keep changing
2. Unstable product specifications: require performance level keeps changing

Guideline:
Degree of innovativeness
-first-to-market
-adaptive product
-imitation

Timing
-First
-Quick second
-slow
-late

Miscellaneous
-Avoidance of competition with certain firms
-recognition of weakness
-patentabillity
-product integrity