Chapter 5. Developing Funnel Flashcards
What is a development Funnel?
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Wheelwright & Clark 1992, Presents 3 Models of Developing Funnels. Please Enumerate and Expalin Them
R&D Thechnology-driven survival of the fitnest
A few Big Bets
Innovative and Focused
Describe with detalise the Innovative and Focused Funnel accodring to Wheelwright & Clark 1992,
Phase I. Ideas Generation.
-Gathering Ideas from different sources rather than R&D. (Conversely to Model I)
-Institute procedures and incentives that encourage innovation and imputs form all parts of the organization, as well as customer, competitors and suppliers.
-Through Creating Functional Maps
Screen 1. Arrange of middle managers about how to determine the information for go/no go stage (Screen 2), It is a completeness or readiness review. Periodically review the ideas in the concept/idea. It is a completeness or readeniess review rather than as a decision review
generation process. Check, Alignment with technology, product and market strategy, potential role in completing the aggregate project plan.
If an idea is not ready to enter in the middle of the phase two, it is necessary to elaborate a schedule regarding the time to collect the necessary information in order to make a decision.
A second function is to identify competing concepts, ideas that might be integrated into the platform development projects. And those that might be most effectively embedded in enhancement or derivatives projects.
Phase II: Advanced Development Project of Feasibility.
Push a Technical Idea or Concept to the point where it is ready for inclusion in a commercial product or process development
Initiation of Advanced Development Project Could be triggered by:
A) A function may decide tha an advanced development effort around a specific topic is important to their ongoing development efforrts and success.
B) People involved at Screen 1 may recommend it as a way to answer specific question (Both Technical and Market Based)
C) Senior Executives dealing with technology and product/market strategy may identify the need for specific advanded development efforts in anticipation of subsequent development projects
In this phase companies put resources (people) in fucntional position (Marketing, Engineering….) and some of them put projects in the back burner in other to attend operative problems. Sometime, people from technical areas are separated of their functions in order to attend projects.
It is necessary to create a Screen prior to Screen 1 to identitfy promising ideas, and include them in product families and platforms
Between Screen 1 and 2 (defining an creating the appropriate sequence and set of platffomr, derivatives project developments in to strenghen the product families and its coverage in the targeted markets
At Screen 2. Senior Management reviews product and process development options and selects those that will become development projects. Thus, Screen 2 is a go/no go decision pint and any project passit it will be founded and staffed with every expectation that it will carried throug to maket introduction
Phase II usually takes two months, It has a very specific purpose: To take the data and information develiped during Phase 1 (Concept Development) and put it in an form tha will enable senior management to evaluate proposed projects against competing and complementary projects under considerations (strategy, resoruces, knowledge). The fucntioal strategy mapsm the aggregate project planm an the available development resources.
While evaluation, on going projects might be at most 2 Platform Projects and some derivatives and enhancement projects and makes the process handful.
The power of this Model II, Avoiding problems of the other models, folding a creative set of innovative ideas into a logical set of development projects and ensuring those projects tie directly to the business strategy.
Describe with detalise the Innovative and Focused Funnel accodring to Wheelwright & Clark 1992,
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Describre the Phase I of the Development Funnel Molde III presented by Wheelwright & Clark 1992,
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What is reviewed in the SCREEN I in the Development Funnel Molde III presented by Wheelwright & Clark 1992,
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How is the Phase II in the Development Funnel Molde III presented by Wheelwright & Clark 1992,
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What is reviewed in the SCREEN II in the Development Funnel Molde III presented by Wheelwright & Clark 1992,
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