New Product Process Flashcards
How many phases are there in the basic NPD process?
5
What are the stages of the basic NPD?
Crawford and DiBenedetto, 2015
- Opportunity, identification & selection
- Concept generation
- Concept evaluation
- Development
- Launch
How many other NPD models are there (at least)?
7
Discuss the Opportunity, identification & selection stage of the NPD model:
- Marketing planning
- PIC
- Under utalisted resources
Discuss the Concept generation stage of the NPD model:
- Brainstorming
- Gap analysis
- Activity analysis
Discuss the Concept evaluation stage of the NPD model:
- Concept testing: Technical and consumer evaluation
- Presentation | Consumer perceptions: Uniqueness, value for money etc
Discuss the Development stage of the NPD model:
- Design, prototypes, product testing
- Brand name selection, budgets, Financial planning
Discuss the Launch stage of the NPD model:
- Collection of different things, e.g. is it going to be an announcement and for who, when?
What is the general method of putting a NPD into action? Which model is used?
Cooper et al, 2008
Stage-gate model
Describe the stage gate model:
Cooper et al, 2008
- Ideas
- Initial screen - Preliminary Analysis
- Second screen - Business Case
- Discussion on business case - Development
- Post development review - Pilot
- Decision to launch - Launch & implementation
- Post launch review
Give some reasons as to why it is good to have a stage gate model:
Cooper et al, 2002
- Discrimination between products
- Need for tough yes/no points
- Systematic process
- Project is evaluated against must/should meet criteria
- Ensures timeliness and efficiency
What have Cooper & Kleinschmidt, 1966 found about the use of a product process model in NPD?
Cooper & Kleinschmidt, 1966
- More successful projects have more activities
- Only 55% of successes had more than 9 activities
- Only 5% of successes has less than 5 activities
