Metrics thermostat⋆

The explosion of information and information technology has led many firms to evolve a dispersed product development process with people and organizations spread throughout the world. To coordinate such dispersed processes a critical role of managers is to establish and foster a culture that implicitly rewards and motivates product development teams to perform against a set of strategic metrics such as customer satisfaction, time to market, defect reduction, or platform reuse. We focus on a practical method to fine‐tune a firm's relative emphasis on these metrics. In particular, we seek to advise a firm how to modify their emphasis on each metric in order to improve profits. We use a thermostat analogy based on an adaptive control feedback mechanism in which we estimate the incremental improvements in priorities that will increase profits. Iterations seek to maximize profits even if the environment is changing. In developing the metric thermostat we recognize that there are hundreds of detailed actions, such as the use of the house of quality and the use of robust design, among which the product development team must choose. We also recognize that team members will act in their own best interests to choose the actions that maximize their own implicit rewards as determined by the metrics. Management need not observe or dictate these detailed actions, but rather can control the process by establishing implicit weights on the metrics. The thermostat works by changing those implicit weights. We define the problem, introduce the adaptive control mechanism, modify “agency” theory to deal with incremental changes about an operating point, and derive methods that are practical and robust in light of the data that firms have available. Our methods include statistical estimation and internal surveys. The mathematics identify the critical few parameters that need be determined and highlight how to estimate them. Both the measures and the estimation are illustrated in an initial application to a large office‐equipment firm with $20 billion in revenue. The metrics thermostat suggests that this firm has about the right emphasis on time‐to‐market, but has overshot on platform reuse and has lost its focus on customer satisfaction. We describe how the firm reacted to the recommendations and changed its organization.     

PERSPECTIVE: Ten Years Of Experience Teaching A Multi‐Disciplinary Product Development Course⋆⋆

Integrated Design for Marketability and Manufacturing (IDMM at Stanford) is an Integrated Product Development course (IPD at Michigan) that is distinguished by hands‐on manufacture of customer‐ready prototypes executed by cross‐disciplinary teams of students (MBAs and graduate Engineering and Design students) in a simulated economic competition against benchmark products and against each other. The course design is such that teams can succeed only by performing well in each of the marketing, manufacturing, engineering, and design dimensions. Student failure modes include adopting the wrong product strategy, failure to execute a sound strategy of producing a product that meets market needs, failure to drive costs down, poor product positioning and/or communication, poor forecasting and inventory management, and poor team dynamics. Instructors adopting this course model will face challenges that derive from its definitively cross‐functional nature. The course involves faculty from Business, Engineering, and Design in a world where teaching load, compensation and infrastructural support is most often tallied on a unit‐specific basis. The course requires faculty with broad interests in a world in which narrow academic depth is often more highly valued. Other challenges the course presents include maintaining a sense of fairness in the final product competition, so that students can move beyond the anger of a potential failure to learn from their experience. Also, in its current manifestations on the Stanford and Michigan campuses the course requires expensive general‐purpose machine tools and instruction for students to build fully functional (customer‐ready) product prototypes. We provide our current resolutions to these challenges, and the rewards for making the effort. In the end, the course's survivability can be traced to the benefits it provides to all stakeholders: students, faculty, and administrators. These benefits include a course that integrates disciplines in a way that students believe will increase their integrative skills and marketability, a course that faculty can embrace as a vehicle for their own development in teaching and research, and that administrators find sufficiently novel and engaging to attract the attention of outside constituencies and the press. © 2002 Elsevier Science Inc. All rights reserved.     

Understanding market agility for new product success with big data analytics

The complexity that characterises the dynamic nature of the various environmental factors makes it very compelling for firms to be capable of addressing the changing customers' needs. The current study examines the role of big data in new product success. We develop a qualitative research with case study approach to look at this. Specifically, we look at multiple cases to get in-depth understanding of customer agility for new product success with big data analytics. The findings of the study provide insight into the role of customer agility in new product success. This study unpacks the interconnectedness of the effective use of data aggregation tools, the effectiveness of data analysis tools and customer agility. It also explores the link between all of these factors and new product success. The study is reasonably telling in that it shows that the effective use of data aggregation and data analysis tools results in customer agility which in itself explains how an organisation senses and responds speedily to opportunities for innovation in the competitive marketing environment. The current study provides significant theoretical contributions by providing evidence for the role of big data analytics, big data aggregation tools, customer agility, organisational slack and environmental turbulence in new product success.     

Controlling new product R&D projects

New products are critical to the success of most corporations. But managing the R&D projects that produce new products has proven to be a risky and tricky business. Theorists and practitioners claim that one of the major obstacles to higher new product output is the ‘tight’ control practices found in large corporations. The conventional wisdom argues that, to correct this, firms need to find ways ‘to loosen-up.’ But is that all there is to it? This article presents five findings for effectively controlling new product R&D projects. These findings emerged at the conclusion of an empirical research investigation into the formal and informal control practices that business unit managers use to control various new product R&D situations. The article concludes with several recommendations for those managers who want to control their new product R&D projects better.     

Focusing the fuzzy front–end in new product development

Effectively managing the 'upfront or fuzzy front–end' (FFE) of the product development process is one of the most important, difficult challenges facing innovation managers. In this paper, we define the FFE as the period between when an opportunity is first considered and when an idea is judged ready for development. We classify the outcomes of the FFE into product definition, time, and people dimensions. We suggest several strategies to manage the FFE by assigning a FFE manager or team; by providing organizational support for FFE activities; by understanding the sources of FFE ambiguity; by building an information system; and by developing relationships with supporters, partners, and alliances.     

Successful new product development—An international comparative study

Abstract . This paper reports on the results of a study of new product development processes in the British and West German machine tool industries. Differences in the product development processes between the two national industries are used to explain the relative trading performance of each industry in international markets in recent years.     

Managing R&D-marketing integration in the new product development process

Cross-functional coordination and collaboration between R&D and marketing is crucial to the success of the new product development process. By understanding how organizational characteristics influence the quality and quantity of information exchanged during the planning and implementation stages of innovation, managers can take steps to increase the communication within their firm, and thereby increase the probability of new product development success. This examines the effects of several organizational characteristics posited to play an important role in the effective cross-functional information exchange using data collected from 376 U.S. firms. The authors found (1) positive impacts on information exchange are attributed to a formalized system of procedural interaction, the quality of the cross-functional relationship, and a joint-rewards structure; and (2) the quality and quantity of cross-functional information exchanges are influenced negatively by the lack of credibility, and positively by rewards for interaction and a high quality of cross-functional relationship.     

The effect of new product development techniques on new product success in Spanish firms

The rate of market and technological changes has accelerated in the last years. This turbulent environment requires new methods and techniques to bring successful new products to the marketplace. Much attention has focused on new development techniques, but little empirical research has been conducted to validate these techniques. In this study, the relationship between popular new development techniques and new product success is examined. Our findings suggest that only a subset of these popular techniques is significantly related with new product success in Spanish firms. The study also identifies the main contributors to new product development (NPD) effectiveness in Spanish firms.     

Understanding the trade-off between familiarity and newness in product innovation

Studying the trade-off between developing new products that exploit a focal firm's familiar current knowledge resources and developing new products that explore knowledge resources that are new to the firm, we show that new products perform better when the new products are neither too familiar nor new to the firm, in contrast to the findings reported in prior research indicating that both types of new products are positively related to new product performance. The results were consistent for the familiarity and newness of both technological and market knowledge. In addition, the study revealed that while focal firms' inter-organizational network ties involving their supplier firms attenuated the potential negative impacts of technological familiarity and newness, their inter-organizational network ties involving their buyer firms lessened the potential negative impacts of the familiarity and newness of market knowledge that their new products required.     

Involving purchasing in new product development

Purchasing is evolving into a strategic business activity and thus also a potential contributor to the successful development of new products. However, the literature on the involvement of purchasing in new product development (NPD) is sorely lacking. We conducted an exploratory study to investigate purchasing's involvement in NPD, the drivers of this involvement and the influence on new product success. We conducted telephone interviews with purchasing and NPD managers from 43 firms. The results show that firms differ in the extent to which they involve purchasing in NPD and that higher involvement has a positive effect on NPD performance. R&D managers can use the results to design a more effective purchasing–R&D interface and increase the success of NPD.     

Improvement reviews in new product development

This research examines how organizations can use improvement reviews to enhance learning from product development experiences. We review learning related literature and highlight learning barriers that firms should attempt to minimize when conducting reviews. We then discuss two studies aimed at better understanding the effectiveness of improvement reviews. The first study suggests that improvement reviews can facilitate learning by leading to a reduction in the recurrence of people-related problems, though reviews had no impact on reducing market or product related problems. The second study involved depth interviews with new product developers. Interview comments provide insights into improvement review best practices and shed light on why improvement reviews are sometimes ineffective. A set of managerial recommendations is provided.     

甲醇罐区消防及喷淋冷却水系统的设计优化

为加强消防系统的安全性和实用性,实现甲醇罐区喷淋冷却水的节水回用,依据相关规范,从形式选择、设计计算、系统布置和操作控制等方面阐述了消防及冷却系统设计的优化方法。根据点火源模型的计算结果,提出甲醇罐区泡沫消防管道设计宜采取分散布置,替代原来集中布置的敷设形式,优化后夏季喷淋冷却系统的水回用率达到了98.25%。通过优化,降低了储罐事故状态下热辐射对相邻泡沫管道的影响程度,减少了消防车械的拥堵状况,提高了消防精度。此外,循环夏季喷淋冷却系统还有效减少了企业污水的排放量,人工操作量小,实现了较为智能的冷却水回用功能。     

Patterns of international R&D cooperation for new product development: the Olivetti multimedia product

Abstract
The aim of the paper is to identify a number of different patterns of international R&D cooperation during the initial phases of the product development process. This is a case-study of new product development based on the work of the Olivetti Multimedia Laboratory in Pisa, how it set up its own pattern of multinational collaboration in the idea generation and pre-competitive phase; how, in turn, this collaboration led to new R&D collaboration agreements to satisfy specific problem-solving requirements connected with the confirmation of a dominant design, though limited to a certain extent by previous agreements between Olivetti and other firms; the role played by marketing in the choice of alternative solutions. Finally, in the product implementation phase, the emergence of a defined technological paradigm leads to a highly competitive environment, where R&D collaboration is increasingly directed towards multifunctional requirements (R&D, manufacturing, marketing) within a strategic network of alliances that involves large sized companies, start-up firms, industrial and university research units.     

Sensitivity of new industrial product risk to R&D incentives

Incentives for research and development have frequently been a feature of government policy to increase the level or alter the direction of new product development activity in industrial product companies. Conceptually, these incentives may be viewed as "risk-modifiers they may encourage managers to undertake innovation projects where the potential payoffs may be attractive, but where some dimensions of risk are perceived as too high to proceed. This research explores the sensitivity of different dimensions of risk faced by managers to incentives of different kinds, at different levels. Implications are cited for different types of R&D incentives aimed at these different dimensionsof risk.     

Shared knowledge, “glitches,” and product development performance

Much recent thought in strategy has stressed the importance of organizational integration for competitive advantage. Empirical studies of product development have supported this emphasis by correlating integrating practices and superior performance. We propose, from a resource‐based or capability view, that this correlation results from integration leading to patterns of shared knowledge among firm members, with the shared knowledge constituting a resource underlying product development capability. To explore this connection, we examine the product development efforts of a scientific software company. We define the ‘glitch’ as a costly error possible only because knowledge was not shared, and measure the influence of glitches on firm performance. At this company, gaps in shared knowledge did cause the company to incur significant excess costs. We also identify a set of ‘syndromes’ that can lead to glitches, and measure the relative importance of these syndromes. The glitch concept may offer a general tool for practical measurement of the marginal benefits of shared knowledge. Copyright © 1999 John Wiley & Sons, Ltd.     

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.     

Marketing research for new product ideas arising from R&D departments

R&D departments often develop products, processes or ideas which they consider might have potential as new products. Such products may have arisen as a result of fundamental research or as a by-product of research into specific problems rather than as solutions to needs already identified in the market place. This paper discusses the problems involved in identifying and assessing the needs for product ideas originating within R&D. It indicates the need for understanding and co-operation between R&D and marketing departments in this particular form of new product development.