Kurt Gaubinger Michael Rabl. Scott Swan Thomas Werani. Innovation and Product. Management. A Holistic and Practica! Approach. to Uncertainty Reduction

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1 Kurt Gaubinger Michael Rabl Scott Swan Thomas Werani Innovation and Product Management A Holistic and Practica! Approach to Uncertainty Reduction ^ Springer

2 Part I Fundamentals of Innovation and Product Management 1 Corporate Success Through Market Driven Innovation Introduction Innovation and Innovation Management Framing of the Term "Innovation" Innovation Management Classifying Types of Innovation Innovation and Uncertainty Dimensions of Uncertainty Levels of Uncertainty Significance of Innovations for Business Management Success Factors of Innovation Management Innovation Strategy Innovation Process Resources and Innovation Innovation Culture Innovation Related Special Features of SMEs 20 References 21 2 Integrated Innovation and Product Management: A Process Oriented Framework Introduction The Role of Product Management Strategie Tasks Operational Tasks Process-Oriented Innovation and Product Management Innovation Management as a Core Task Integrated Process Model of Innovation and Product Management 35 ix

3 2.4 Implementing the Process Model Team-Building Analysis Process Specification Process Implementation 40 References 41 3 The Front End of Innovation Introduction Characteristics of the Front End of Innovation Success Factors at the FEI Models of Front End of Innovation Variable Degree of Structuring the Front End of Innovation Theoretical Process Models for the Front End of Innovation 48 References 58 4 Innovation Strategy Introduction Innovation Strategy as Part of the Corporate Strategy What Does Strategy Mean? Innovation Strategy and Strategie Business Management A Closer Look at Innovation Strategy Components of the Innovation Strategy Characteristics of the Innovation Strategy Innovation Strategy and Uncertainty Bringing Innovation Strategy to Life: A Process Oriented Approach Situation Analysis Strategy Formulation Strategy Implementation Evaluation and Control 77 References 78 Part II Process of Innovation and Product Management 5 Idea Management and Open Innovation Introduction Open Innovation: A Central Approach Gathering Ideas Collection Versus Generation of Ideas Definition of Search Fields Sources of Information and Ideas Externa! Sources of Information and Ideas Internal Sources of Information and Ideas 92

4 xi 5.4 Open Innovation Tools Empathic Design Idea Contest Integration of Lead Users IT-Based Innovation Toolkits Idea Market Places Innovation Communities Classical Market Research Challenges with Open Innovation Idea Management Collecting and Storing Ideas Idea Evaluation Incentive System 108 References Creativity Techniques Introduction Creativity The Creative Process Use of Creativity Techniques Classification of Creativity Techniques Creativity Techniques in the Problem Solving Process Comparison of Creativity Techniques 131 References Product Concept Introduction Systematic Product Concept Development Analyzing Markets and Competitors Information Needs Positioning Analysis Concept Definition Preference Measuring via Conjoint Analysis Target Costing Requirements Specification Sheet Concept Evaluation Dimensions and Procedure of Concept Testing Scoring Models Profitability Analysis Concept Approval 156

5 xii Contents 7.7 Quality Function Deployment Introduction What Does Quality Function Deployment Mean? Systematic Quality Management Through QFD The QFD Process Strengths and Weaknesses of QFD 169 References The New Product Development Introduction New Product Development Uncertainty in New Product Development Classification of New Products Agile Product Development The V-Model for a Systematic Product Development Process Requirements for Development Specifications System and Product Design Model Formation and Simulation Domain-Specific Component Draft Prototypes Component Integration Module Test System Integration (Hardware) System Integration (Software) System and Product Tests Field Tests Production and Market Tests Simultaneous Engineering (Concurrent Engineering) Guiding Principles of Simultaneous Engineering Effects of Simultaneous Engineering Tools of Virtual and Rapid Prototyping Definition Prototyping Options for Product Representation Model Building and Model Analysis Product Data Management Rapid Prototyping Reverse Engineering 202 References Life Cycle Management Introduction The Product Life Cycle Concept Market Introduction of New Products 212

6 xiii The Introduction Phase's Significance for the Market Success of Innovations Management Tasks Düring the Introductory Phase Product Maintenance as a Core Task of Product Management Information Base for Product Maintenance Strategy Continuum in Product Maintenance Management Tasks Düring the Growth Phase Management Tasks Düring the Maturity Phase Management Tasks Düring the Phase of Decline 218 References 219 Part III Innovation and Product Management: Broadening the Topic 10 Organization and Uncertainty Introduction Fundamental Dimensions of Organizations Specialization Configuration Coordination Organizational Structures for Innovation Management Company-Internal Innovation Activity External Innovation Activities Ambidextrous Organization Organizational Structure for Product Management Requirements for a PM Organization PM as Unilinear Function PM as Executive Support Unit Function PM in a Matrix Organization Organizational Structure Framework 250 References Globalization and Innovation Introduction Globalization and Innovation Interactions Globalization Drivers Global Marketing Levers Innovations for Global Markets The Effects of Uncertainty in Globalization Opportunities at the Bottom of the Pyramid Diffusion in Global Markets Global Environment Assessment Global NPD and Culture Economic Environment Financial Environment Political and Legal Environment Scenario Analysis 269

7 <iv Contents 11.4 Strategie Aspects of Global Product Management Global Expansion Strategies Standardization vs. Adaptation? Complexity of Global Sourcing Entry Strategies Managing Global Offers Global Product Policy Pricing, Communication, Global Logistics and Distribution 279 References Service Engineering and Management Introduction The Importance of Services Characteristics of Services Specifics of the Service Development Process Sub Concepts Within the SDP Process Implementation of Services Marketing for Services 293 References Design Introduction Design as a Comprehensive Approach History of Industrial Design Understanding Design Orientation How to Engender a Design Orientation Processes Structure People Transition from "Designer" to "Way of Thinking" Traditional Business Approach vs. Design Approach Current Views of Design Thinking Stanfords Hasso Plattner Institute of Design IDEO Frogdesign Design Thinking Outcomes Tools & Integration with NPD Design as an Operational Process Robust Product Design Dieter Rams Ten Principles of "Good Design" Process-Oriented Industrial Design Integration of Design into a Holistic Framework Setting up a Design Innovation Center 316 References 317 Index 321

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