Managing the search for new product concepts: a strategic approach

Abstract
The authors point out that there is little in the academic literature about the way ideas for new products emerge and how the emergence is managed. They have identified the main top management problem as the strategic one of achieving the right balance between resources put into new product search and those put into current business operations. To obtain more information on good and bad practice in this area they have investigated how a specially selected sample of small to medium-sized Canadian technological companies actually carry out new product search.
The research method was to ascertain how far corporate goals, organization structures and corporate values affected the effectiveness of new product search. Unstructured interviews were conducted with senior staff in the companies, during which information was sought about company goals, innovation strategy, internal relationships and how these impinged on the genesis of 35 projects.
The authors found an important corporate goal spurring innovation was growth (or survival), to be achieved by using new products to dominate their markets. R&D was oriented to achieving a technical edge, though not necessarily a radical breakthrough in market driven ways. Few had effective formal strategic plans for new product search. On the whole, top managements emphasized the importance of individual initiative and commitment to get results and the necessity of open communication throughout the organization.
Overall, this research reveals once more that any organization that wishes to pursue a strategy of product innovation has to build a climate which explicitly favours that strategy. Corporate strategy, itself, has a major influence on that climate. New product search requires resources and a place in the strategic plan but the extent to which it can be formalized is limited. It must be possible for new ideas, wherever generated, to emerge and gather momentum informally.     

Clarity of manager roles and performance of R&D multidisciplinary projects in matrix structures

The matrix structure recommends itself as a convenient framework for implementing cross-disciplinary projects. However, this structure tends to generate conflict between project and disciplinary managements. In excess, conflict can reduce performance. The aim of the work described in this paper was to see whether conflict could be controlled by better definition of the respective roles of project and functional managers.
The study was carried out in a large laboratory in Brazil. A group of project managers, responsible for 58 cross-disciplinary projects, quantified their perceptions of the strength of their responsibilities for ten management activities, via a specially devised questionnaire. A Clarity about Responsibilities Index (CRI) was constructed to represent the fraction of these activities each respondent felt responsible for. Project performance was measured according to four criteria, technical, cost, schedule and client satisfaction.
The results show that better technical performance was associated with higher role clarity; no significant association was found with the other performance measures. The author discusses the reasons for these results, the validity of the measures used and the generality of the conclusions.     

Definition of innovation projects in small firms: A Spanish study

Small and medium‐sized enterprises (SMEs) are the main holders of the European economy and innovation projects are essential tools for SMEs to ensure their growth. A high percentage of innovation projects implemented by SMEs lacks planning and initial management, which causes the appearance of important problems for the SMEs survival. The authors have confirmed with a field study of 72 Spanish small firms that a lot of these problems arise from an incomplete project definition, so it is necessary to help SMEs to have a specific methodology that is appropriate to their own characteristics and projects. The statistical analysis shows how the project management knowledge helps to a better project definition, contributing to the project alignment with the company strategy. Also, it reveals other problems related to the project definition as planning, budget, market and financing. Of this analysis, it concludes that the definition phase supports the other phases and is essential in order to achieve project success. This paper presents an ‘integration model of factors’ that helps SMEs in the management of the definition phase of their innovation projects. This model relates the various areas of analysis needed to ensure their integration at the project definition. The relationships between the different model areas have been defined, showing the way to integrate the technical, economic and strategic outlooks of project objectives management in the definition phase of the project. This model has been implemented in 21 new innovation project definitions. The users' valuation has been very positive with a 90.4% of success and all of the model users are interested in implementing the model again in next projects. The main advantages highlighted were user‐friendliness, intuitive model and easy application.     

对工程项目管理公司的探讨

用设立项目管理公司的方法束实施对工程项目的管理，具有许多传统项目管理方法无法比拟的优点，如更有利于经验的积累，有利于资源的优化配置。然而，经营好一个项目管理公司，需要具备许多条件，有软件、硬件的要求，同时还应有与项目管理公司相配套的组织环境。     

R & D and the company's requirements

Numerous models have been put forward in the literature for the selection and evaluation of projects, many of which are based on optimizing the return on investment by the company in R & D projects. This is a noble aim but in practice the financial data available are often of dubious accuracy and so many other factors are involved in actually adopting a portfolio of selected projects that project selection often becomes a theoretical exercise. It is suggested that the selection of projects is in essence the adoption of a strategy which is within the policy and long-term aims of the company and also within the policy and scientific development of the R & D part of the company. Such a strategy is usually sub-optimum for both the company and the R & D division, as it is a compromise between a desire for high pay-back investments by the company and the maintenance of a scientifically balanced R & D involving some long-term, unknown return, investments. A method is currently being experimented with by Unilever Research which illustrates where conflicts arise between the policy of the main company and that of research, and assists management in arriving at a strategy which most closely fulfils the needs of both policies. Both the concept of the method and its practical use are described in this paper.     

Evaluating Product Plans Using Real Options

Product planning helps a company to strategically plan its current and future product platforms and offer product variants in the marketplace. Product platforming is widely touted as a successful strategy for mass customization. However, due diligence should be exercised before implementing any product platform strategy. The product planning exercise should account for future uncertainties. Traditional financial tools such as the net present value (NPV) are static since they do not compensate for any exogenous and endogenous uncertainties during the course of the project. The crux of the problem lies in the evaluation model that is used for evaluating the product planning projects. While many view uncertainties in a product planning project as problematic, it can also be viewed as a source of new opportunities. We argue that uncertainties should be an integral part of the evaluation model. If the future possibilities (or strategic options) are not considered in the evaluation model, a corporation may face a “myopic syndrome”.

In this article, we consider two important product planning decisions—platform decisions and product variant decisions. The platform decision involves strategic selection of a concept product platform from various possible alternative concept product platforms. The product variant decision involves deciding how long a company should continue to offer its current product variant in the marketplace and whether the existing product variant should be discontinued, scaled down, or scaled up with additional product features. To address the two aforementioned decisions, we developed a real options–based methodology that considers technical, project implementation, and market-related uncertainties. The proposed methodology uses a binomial and quadranomial lattice approach to build a decision tree. Product planning decisions at various decision tree nodes are evaluated using a risk-neutral option valuation methodology. We demonstrate the working of the proposed methodology using an illustrative example.     

The allocation of resources for R&D in the world's leading pharmaceutical companies

A survey of 45 leading pharmaceutical companies has been used to investigate aspects of their Research and Development (R&D) strategies, the allocation of resources including the financing and staffing of R&D functions, and the numbers of New Chemical Entities (NCEs) in the development process. The companies included the top ten by R&D expenditure in 1992 (top 10 companies). The study identified characteristics of leading companies and provided comparative data. The principal findings are that:
top ten companies had the highest R&D to sales ratios, progressed more NCEs after the drug candidate selection stage in 1992 and had achieved a greater geographical decentralization of staff than any other company.
Japanese companies differed in some respects from western companies, even those of a similar size. They operated with smaller clinical and regulatory affairs functions and made detailed plans for R&D expenditure further ahead than western companies, on average, more than 5 years compared with 3 years.
an increase in aggregated R&D staffing had occurred between 1990 and 1992 in 33 companies for which data for both years were available and staff numbers had decreased in only five of those companies.
top ten companies differed from others in their apparent productivity measured in terms of staff or R&D expenditure per NCE after the drug candidate selection stage, utilizing more staff and having greater R&D expenditure per NCE.
The results also appear to indicate early signs of a change in the structure of the industry according to R&D expenditure, which has since become more apparent. There was a distinct polarization by R&D budget size among the respondent companies: five companies were spending $900m or more on R&D in 1992 while the majority of the rest were spending less than a third of that amount.     

Management of technology in traditional industries: a pilot study in ten Belgian companies

Empirical Research about management of innovation has mainly been limited to the Anglo-Saxon world. In this paper the author reports on a pilot study, which is part of a larger project, in ten small and medium-sized Belgian companies, all of them active in rather mature industries. The study concerned aspects of idea generation, problem-solving, project selection, and some organizational aspects of the innovation process. An interesting hypothesis resulting from this study is that innovation is mainly an incremental process along a natural trajectory characteristic for the subindustry to which the company belongs, and that the selection process is for the majority of these companies only a minor problem.     

经济增加值在风电项目经济评价中的应用

经济增加值（EVA）是一定时期内的企业税后经营净利润与投入资本的费用的差额,是衡量企业价值创造能力的指标。研究与讨论了EVA指标在风电项目经济评价中的作用、计算方法和应用价值,通过对风电项目实例分析,认为在将要开展前期工作的投资项目经济评价中引入EVA指标是必要、可行和有效的,对投资决策和项目优选均具有一定的实践意义。     

Competitive strategies and new technology: an empirical investigation in the UK polymer processing industry

This paper examines how companies can achieve competitive advantage by fitting their business strategies to the way in which new technology implementation is managed. In particular, the inter-relationship between strategy, technology and performance is examined. Five strategic types and seven types of technological objectives were used to find combinations which were associated with high performance. It was found that companies pursuing a prospector strategy (a strategy based on product innovation) combined with technological objectives emphasizing marketing, image and technical development were the highest performing group of companies. The lowest performing companies were those where strategy was dominated by price competition.
The general conclusion of the paper is that, in order to achieve competitive advantage, companies need to see technology objectives as an inherent part of strategy. The study was carried out on a sample of twenty companies within the polymer processing industry, but the findings should be applicable to companies in other industries, and particularly to smaller companies.     

The budgeting process for R&D laboratories

The author had been associated with the writing of a short series of case studies into the process by which companies allocate their R&D budgets to individual departments or projects. A key question became the location of responsibility for determining the objectives of work under-taken in R&D, and also responsibility for the allocation of resources in R&D.
The cases revealed that decisions were taken by senior R&D managers at one extreme, and by marketing or production managers at the other, but also most often jointly between the functions with different weightings of authority. The parameter most clearly differentiating between the loci of responsibility was the project duration. This led to the development of a two dimensional diagram correlating the expected remaining duration of the project, with the locus of responsibility for its management.
It is expected that this model which fits current practice into a normative framework will enable organizations to review and adjust their present methods of coping with the complexities of R&D budgeting.     

海外项目质量控制方法探索与实践

随着中国石油工程技术服务企业在国际市场业务范围不断扩大,服务质量、产品质量在市场中地位和发挥的重要作用日显突出,同时在国际高端技术服务市场,国外公司在重视技术的同时更关注服务的品质和项目策划运行,重视项目的质量程控管理。本文旨在分析海外项目的管理特点、探索海外项目管理过程中质量控制体系与方法,为同行业提供海外国际项目质量控制管理方面的经验。     

数字化交付在煤化工项目中的实施及优化探讨

为探索更优的数字化交付技术架构及实施路线,提高数字化交付在煤化工项目中的应用水准,以某公司数字化交付项目为研究对象,详细梳理了三维建模、管道仪表流程图绘制、结构化文档及非结构化数据收集等方面在航天炉气化岛数字化交付项目中的实施情况,对实施方案及重点内容进行讨论,对比分析了各平台之间的优劣。结合数字化交付领域的现状,对当前煤化工产业数字化交付项目中存在的问题进行了探讨,从政策、业主、工程公司及软件平台商等方面给出了解决方法和优化建议。结果表明:1）采用PDMS,SP P&ID及其他专业技术软件支持下的AVEVA NET数字化交付平台体系架构合理,并且能够顺利完成交付实施;2）合理的实施步骤、更高的重视程度、明确的政策规范以及有效的信息传递方式可以明显改善数字化交付项目的优化效果,目前应着重提升工程公司的三维建模能力及软件商的技术水平。探讨结果不仅可以为其他企业的数字化交付工作提供借鉴,还可为实现智能工厂提供了建设思路和数据支持。     

Project evaluation: Externalities must not be disregarded

While technology assessment is now usually performed at government level, methods proposed in the literature for evaluating single R and D projects by industrial concerns do not generally dedicate sufficient attention to possible externalities.
The authors propose a model for evaluating R and D projects based on the concept of 'limiting constraints' imposed by the different organizations or groups of interest with which the company interfaces.     

Can top managers be strategists?

Given the multiple calls on top excutive time and the increasingly complex and disparate makeup of most large diversified companies today, top management involvement in the strategic planning process in too often limited to little more than the basic allocation of corporate resources among previously selected options. This situation, the author suggests, is for from ideal; it is time to reassess top management's role in and generally orchestrating the diverse human elements of the planning process so as to steer it on a course between advocacy and consensus toward the best possible strategy for the corporation as a whole.     

Planning and uncertainty in new product development

The domain of New Product Development (NPD) is subject to considerable uncertainties. Aside from market‐related sources of uncertainty, the degree of innovativeness of the underlying product concept is a significant source of uncertainty, as unclear goals and specifications like, e.g. product specifications may lead to substantial delays in the project. However, companies are required to manage the innovation process as efficiently as possible. The resulting conflicting demands often leave companies struggling to achieve both efficiency as well as flexibility due to their often opposing implications for organizing and managing NPD projects. In this context, planning plays a central role; however, its usefulness for NPD project success is perceived quite differently. While there are reports about a positive influence of initial planning on various success measures, others have questioned the effectiveness of elaborated initial planning and contend that the ability to rapidly react to changes later in the process and to improvise may lead to success in NPD. This study aims at achieving a better understanding of planning in NPD by investigating a sample of 475 Research & Development projects in Japanese electrical and mechanical engineering companies. Regression analysis is used to shed more light on the interplay of planning intensity, changes, and the degree of technological newness of the NPD project and their influence on project success. Our results indicate planning to be of value for different types of innovation projects. Furthermore, the influences of the variables in question vary with the success measures that are taken into account, indicating that a more detailed and contingent understanding of planning in NPD needs to be developed.     

An Empirical Study of Platform and Derivative Product Development Projects

Many firms now realize the importance of planning product families and product platforms. However, little research addresses planning and execution of different types of projects within a product family platform series. This study investigates project characteristics, development challenges, typical outcomes, and success factors for product development projects at different locations in the product family spectrum. “Platform” projects result in products that initiate a new product family platform for a company. “Derivative” projects result in products consisting of extensions to an existing product family platform. Data on 108 new product development projects from a variety of assembled products industries were collected via a detailed survey and analyzed. Findings indicate that: (1) platform and derivative projects differ in project task characteristics (including the amount of new technology development undertaken and project complexity) and market newness; (2) platform and derivative projects generally do not differ in terms of project success (achievement of project objectives, level of company satisfaction, and perceived customer satisfaction) or smoothness of project execution; (3) both platform and derivative projects generally are executed in similar ways; (4) certain managerial approaches (including contingency planning, project-based evaluation of personnel, and overlap of design and manufacturing engineering) are associated with higher project execution success for both platform and derivative projects; and (5) use of interdependent technologies and novel project objectives are associated with project execution failure for platform projects. The results suggest that firms can continue to employ a single product development management process for both platform and derivative projects, as long as modest customization of the process is made for the given project type. Completely different management processes are not required. In all, the results presented in this article suggest specific managerial actions companies can take to significantly improve product development success. © 1999 Elsevier Science Inc.     

Remodularization of a Product Line: Adding Complexity to Project Management

Faced with ever-tighter schedules, product development professionals employ various methods for staying at least one step ahead of the competition. In particular, an autonomous, cross-functional team offers an effective structure for meeting the sometimes conflicting objectives of timely delivery of a high-quality, easily manufactured product. To complicate matters, however, companies must manage not only individual projects, but also entire product lines. Changes in product and process technology eventually necessitate revamping of the product architecture—that is, the remodularization of a product line. Can an autonomous project team provide the long-term perspective necessary for such efforts? Or, does remodularization of a product line require centralized oversight by functional management? Mats Lundqvist, Niklas Sundgren, and Lars Trygg explore this issue by examining product development efforts at two Swedish manufacturing companies. Specifically, their study explores this research question: Does a high degree of project autonomy limit the possibility for effective remodularization of product architecture? Both companies were involved in remodularization projects with stringent requirements for project cost and duration, but the companies employed markedly different managerial models in these efforts. One company took a centralized approach, except that two design engineers worked full time on the project. The other company used the autonomous model, with two exceptions: functional managers worked closely with some project members during the task specification phase of the project; and the project leader, though a heavyweight in many respects, did not have formal decision-making power. The latter project demonstrated that an autonomous project team can maintain a long-term perspective during development of a product. In other words, this project team was able to meet challenging time and cost objectives while developing a product consisting of highly compatible modules and subsystems. Although a centralized management approach might be expected to offer greater efficiency, the company using that approach failed to meet project goals for development time, product cost, and long-term product line effectiveness. However, the shortcomings of that effort are more directly attributable to the management style of the project leader than to the management structure employed.     

Antecedents of open innovation at the project level: empirical analysis of Korean firms

The concept of open innovation has recently gained wide academic attention, as it seems to have significant impact for company performance. Most empirical investigations about this emerging concept have been case studies of successful early adopters of open innovation, and their analyses have largely been at the company level. Although case studies at that level provide meaningful implications, the new phenomena merit a more in‐depth examination: that is, we need to collect and analyze data on multiple companies to explore more systematic findings about open innovations across companies. Moreover, analyses may need to go down to the individual project rather than the whole company level because innovation activities are often conducted as part of research and development (R&D) projects. To meet these needs, this study examines companies' open innovation efforts at the level of the individual R&D project. Specifically, the present study focuses on project‐level openness to better understand the mechanisms of open innovation. It explores systematic relationships between various antecedent factors and the degree of openness. Project‐level openness could be affected by team and task characteristics, such as team size, learning distance, strategic importance, technology and market uncertainty, and relevance to the main business. Relevant data collected from 303 companies in Korea were used to identify the antecedents that affect inbound and outbound openness. The research findings are expected to help provide a concrete theoretical framework suited for more generalized application and further practical development of open innovation strategy.