1. tm&i 2010 IVa.1 the six phases of the NPD process* *reproduced from ‘Product Innovation: leading change through integrated product development’. D. Rainey. CUP (2005), p.113 idea generation concept development & selection NPD programme planning design & development validation pre- commercial

2. tm&i 2010 IVa.2 idea generation ideas for new products & innovations might come from: 3 customers 3 the competition 3 internal company divisions 3 individual employees 3 ideas may be further developed through focussed “brainstorming” & creative sessions

3. tm&i 2010 IVa.3 the stage-gate process stage (activities) kill, hold or recycle project 1 = inputs to decision gate (=outputs of stage) 2 = evaluation & selection criteria 3 = output decision 3 Go 3 No-Go 12

4. tm&i 2010 IVa.4 the stage-gate process in NPD* *Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988. idea generation $ kill, hold or recycle project initial screening STAGE 1 concept development & selection 12345 Go No-Go

5. tm&i 2010 IVa.5 concept development & selection storyboards concept sketches plastic/foam/virtual models user “focus” groups

6. tm&i 2010 IVa.6 the stage-gate process in NPD* *Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988. idea generation $ kill, hold or recycle project initial screening STAGE 1 concept development & selection 12345 Go No-Go feasibility STAGE 2 NPD programme planning

7. tm&i 2010 IVa.7 NPD programme planning marketingsales R&Dmanufacturing The NPD project plan must cover all aspects of the design & development phase for the new product/process e.g. technology requirements integrated (cross-functional) project team requirements necessary finance & budget (for design & development phase) manufacturing requirements marketing, sales & distribution requirements product life-cycle model and financial forecast models alignment with corporate strategy and mission More on project planning & project management in next lecture!

8. tm&i 2010 IVa.8 the stage-gate process in NPD* *Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988. idea generation $ kill, hold or recycle project initial screening STAGE 1 concept development & selection 12345 Go No-Go feasibility STAGE 2 NPD programme planning business case STAGE 3 design & development

9. tm&i 2010 IVa.9 design & development D&D phase approved NPD plan technology team manufacturing budget product & user requirement specifications strategic fit business case new product time

10. tm&i 2010 IVa.10 the stage-gate process in NPD* *Adapted from Cooper RG. The new product process: a decision guide for managers. J. Marketing Management, 3, (3) 238-255, 1988. idea generation $ kill, hold or recycle project initial screening STAGE 1 concept development & selection 12345 Go No-Go feasibility STAGE 2 NPD programme planning business case STAGE 3 design & development post- development review STAGE 4 validation pre- commercialisation analysis STAGE 5 pre-commercialisation

11. tm&i 2010 IVa.11 the number of phases of an NPD process varies from company to company … and generally depends on the complexity of the product * “new-to-the-world” products, or those using “new-to-the-world” technology may require more sophisticated processes * go/no-go stage-gates are used throughout the NPD process to keep the development on track *reproduced from ‘Product Innovation: leading change through integrated product development’. D. Rainey. CUP (2005), p.115

12. tm&i 2010 IVa.12 homework task reading assignments Week 2, Week 3 (IPR) choose one of the following (i) invent a new product or process based on your patent, or (ii) structure the terms of a license deal for your patent to one of the six companies you identified in last week’s assignment make a PowerPoint presentation describing your invention or business deal (up to 3 slides) Submission deadline 30/11/11