From Experience: Avoiding Marketing's Best-Of-The-Best Specification Trap

Too often companies fall into a trap when developing a list of performance specifications for a new product. Milton Rosenau calls this the best-of-the-best specification trap. The problem arises whenever a company bases a specification on the combination of the best single features observed in available competitive products. When this happens, the new product's design is driven by competition and is not derived from a unique market insight. This may not provide the basis for a sustainable advantage. Sometimes, rumors of competitive improvements may even lead to sudden changes in the specification, creating delays in the development process. A far better goal is to develop a specification that responds to an unrecognized and unfilled user need, one that adds high value to users. His points are illustrated with several examples.     

Teaching New Product Development To Employed Adults

The purpose of this article is to report the lessons derived from broad practical experience in teaching new product development (NPD) to employed adults. My observations are importantly augmented by diverse comments from nine other service providers who also conduct and participate in similar NPD education. Our combined lessons summarize what works and what to be forewarned about. (“Those who cannot remember the past are condemned to repeat it.”– George Santayana.) We believe that what we have learned from our very different and extensive involvement can help several audiences: (1) others who offer or plan to offer and deliver NPD education – educators, service providers, or practitioners; (2) organizations that may wish to sponsor NPD training in any form; and (3) those who expect to participate as students in NPD seminars or courses. The article has four main sections, all of which are intended to provide pointers and helpful suggestions based on our collective experience. First is a discussion of issues concerning program set‐up and acceptance. Both sponsors and participants have important responsibilities for this, which are explained. Second is a discussion of practical issues specific to NPD education. The varieties of subject matter and support materials, format options, techniques to sustain interest, instructor characteristics, and client confidentiality are covered. Third is a discussion of practical logistic issues that apply to all adult education but with an emphasis on NPD. Advance warning of what can be and has been encountered may help you circumvent many avoidable problems. Fourth is a brief discussion about the future for NPD education. In this we speculate that the emergence of broadband Internet may provide a new modality, the effectiveness of which is still uncertain. An important insight for you to note is that we do not always do the same thing or approach teaching situations in the same way. What has worked for one of us may not have been effective for another or in another situation. In summary, the experiences we record should help you improve the delivery of NPD education or more efficiently benefit from participation in such training. © 2002 Elsevier Science Inc. All rights reserved.     

Book Reviews

The first review is of a business novel that contains important lessons about teams and teamwork. The enjoyable story is based on the product development activities of a fictitious Fungible Company, and is an absorbing book to read. The second review covers a book on Total Quality Management (TQM). As our reviewer points out, this book deals with both the philosophy and tools, covering all aspects of TQM.
Finally, we inaugurate a new feature, Brief Notes. From time to time, we will provide short comments about books that may have a specialized or some limited value to practitioners.     

A Growth Theory for the Insurance Industry

Insurance economics models of statics and comparative statics assume that the process of economic adjustment must inevitably lead to equilibrium. The question of attainability of equilibrium has not been addressed so far. This is the domain of dynamic analysis. In this article, we develop a model of economic growth for the insurance industry. The production function of the insurance industry is based on the assumption that the output, "incurred losses," is a function of "invested assets" and "other labor and nonlabor inputs." The latter grow at the rate  n , a proxy of the growth rate of insurance expenses. The assets–inputs ratio,  r , characterizes the steady-state growth path that the insurance industry eventually attains. The adjustment process takes place through the assets–losses ratio,  v , which is affected by the insurance leverage, the loss ratio, and the insurance exposure of the insurance industry. An insurance industry that has reached a steady state will have its output growing at the rate  n  +π, where π is the growth rate of average productivity. The incremental reserve ratio,  s , determines definitely a steady-state growth path for the insurance industry. An increase or decrease in  s  may move the insurance industry to a higher or lower growth path. We suggest that this analysis provides a stronger theoretical context for analyzing dynamic phenomena in the insurance industry.     

Significant Issues for the Future of Product Innovation

In this issue, Merle Crawford and Milton Rosenau present their thoughts on some of the issues confronting product development professionals. Both reflect on the emergence of new products management as a profession—a field with its own requirements for success. Crawford wonders about the sustainability of our current use of teams for much of our work, the need for improved measurements, and the overall relationship between the management of new initiatives and the ongoing work of the organization. As new products work become more integrated with corporate operations, what new responsibilities will we face, beyond our current challenges? Rosenau looks squarely at the complex issues of rewards and compensation. How can we modify systems that have traditionally evaluated individual performance and adjust them to fit various cooperative work patterns necessary in new product development? He calls for formal study of these important issues. These essays continue a year-long series of contributions that the editor-in-chief solicited from members of the editorial board. Members were asked to reflect on changes and opportunities that they feel will influence our profession during the coming decade. Both of these short essays are designed to introduce new perspectives. It is not essential that you agree with the recommendations, but we hope that you are stimulated as you reflect on the issues that are raised.     

A Monetarist View

Friedman examines the quantity theory of money and the recent application of monetary policy in Japan, the United Kingdom, and the United States. In all three countries, the reduction of monetary growth has reduced inflation. In the United States, in 1983, the renewed expansion of the money supply raises the distinct possibility that inflation will resume in 1984 or 1985, according to the author.     

Critical resource: An institutional economics of the Internet addressing-routing space

This paper links the analysis of IP address policy to the established vocabulary and concepts of institutional economics. Internet addressing and routing are usually discussed in technical terms, yet embedded in this highly technical discourse are a number of critical economic concepts, such as scarcity, externalities, common pool resources, tragedy of the commons, and conflict over the distribution of costs. To solve these problems, governance institutions native to the Internet have evolved. Yet despite the centrality of addressing and routing to Internet governance, there is very little research literature that bridges economic, institutional and technical discussions of IP addressing and routing. This paper connects the techno-economic discussion to analysis of institutions and governance arrangements.     

NEEDS FOR CONSISTENCY AND FLEXIBILITY IN MEASURES OF REAL PRODUCT BY INDUSTRY1

Study of relationships between outputs, inputs, prices, and final demands in the United States can be strengthened by: (1) eliminating disparities in official measures of output (mainly the Index of Industrial Production and Real Gross National Product), and (2) obtaining agreement on the conceptual framework for studying these relationships. Real Gross Product has provided a consistent framework for study of productivity and prices for the total economy and for broad industry groups, but has not easily permitted the analysis of commodity detail particularly for intermediate commodities. Industrial Production, on the other hand, has considerably extended the detailed analysis of commodity output but has not provided a basis for systematic analysis of productivity and prices within a consistent framework for the total economy. This paper illustrates the effect of some of the disparities between Industrial Production and Gross Product in manufacturing on the analysis of relations between prices and output and prices and productivity. This is done for the 1954–1958 period when benchmark data are available for both measures. Inconsistencies for a number of industries cause difficulties in analyzing the interplay of demand and cost influences on price changes; for example, industries which rise above average in output and below in price in one measure are not the same as those in similar price-quantity relationships in the other measure. The paper concludes by recommending improvements in data and concept in order to eliminate some of the disparities and to enable analysts to reap the benefits of both types of measures of real output.