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Chapter Objectives In this chapter, we focus on the following In this chapter, we focus on the following
questions:questions: What challenges does a company face in What challenges does a company face in
developing new products?developing new products? What organizational structures are used to What organizational structures are used to
manage new-product development?manage new-product development? What are the main stages in developing new What are the main stages in developing new
products, and how can they be managed products, and how can they be managed better?better?
What factors affect the rate of diffusion and What factors affect the rate of diffusion and consumer adoption of newly launched consumer adoption of newly launched products?products?
The product is incorrectly positioned The product is incorrectly positioned in the market, not advertised in the market, not advertised effectively, or overpriced.effectively, or overpriced.
The product fails to gain sufficient The product fails to gain sufficient distribution coverage or support.distribution coverage or support.
Development costs are higher than Development costs are higher than expected.expected.
Competitors fight back harder than Competitors fight back harder than expected.expected.
Factors that tend to hinder new-product Factors that tend to hinder new-product developmentdevelopment Shortage of important ideas in certain areasShortage of important ideas in certain areas Fragmented marketsFragmented markets Social and governmental constraintsSocial and governmental constraints Cost of developmentCost of development Capital shortagesCapital shortages Faster required development timeFaster required development time Shorter product life cyclesShorter product life cycles
New-product deployment requires specific New-product deployment requires specific criteria – one company established the criteria – one company established the following acceptance criteriafollowing acceptance criteria The product can be introduced within five yearsThe product can be introduced within five years The product has a market potential of at least The product has a market potential of at least
$50 million and a 15 percent growth rate.$50 million and a 15 percent growth rate. The product would provide at least 30 percent The product would provide at least 30 percent
return on sales and 40 percent on investment.return on sales and 40 percent on investment. The product would achieve technical or market The product would achieve technical or market
Techniques for stimulating creativity Techniques for stimulating creativity in individuals and groupsin individuals and groups Attribute listingAttribute listing Forced relationshipsForced relationships Morphological analysisMorphological analysis Reverse assumption analysisReverse assumption analysis New contextsNew contexts Mind-mappingMind-mapping
Some of the most notable “drop-errors” have Some of the most notable “drop-errors” have come from the most recognizable names in come from the most recognizable names in American business. Xerox saw the potential American business. Xerox saw the potential of the copy machine, IBM and Eastman of the copy machine, IBM and Eastman Kodak did not. IBM thought the personal Kodak did not. IBM thought the personal computer market would be miniscule. computer market would be miniscule. Can you think of any Can you think of any “drop-errors” that the “drop-errors” that the company didn’t survive?company didn’t survive?
Sometimes a new product is developed, like Sometimes a new product is developed, like the felt-tip pen and the “walkman” style the felt-tip pen and the “walkman” style personal music device. Consumers weren’t personal music device. Consumers weren’t clamoring for either of these products before clamoring for either of these products before they came to market. Most people hadn’t they came to market. Most people hadn’t even conceived of such an item. Careful even conceived of such an item. Careful planning developed markets planning developed markets for these new lines. Can you for these new lines. Can you think of more recent think of more recent examples?examples?
Questions to measure product dimensionsQuestions to measure product dimensions Communicability and believabilityCommunicability and believability Need levelNeed level Gap levelGap level
Example: five design elementsExample: five design elements Three package designsThree package designs Three brand namesThree brand names Three pricesThree prices Possible Good Housekeeping sealPossible Good Housekeeping seal Possible money-back guaranteePossible money-back guarantee
Commercialization Simulated Test MarketingSimulated Test Marketing Controlled Test MarketingControlled Test Marketing Test MarketsTest Markets
How many test cities?How many test cities? Which cities?Which cities? Length of test?Length of test? What information?What information? What action to take?What action to take?
Adopters of new products move Adopters of new products move through five stagesthrough five stages AwarenessAwareness InterestInterest EvaluationEvaluation TrialTrial AdoptionAdoption
Factors Influencing the Adoption ProcessFactors Influencing the Adoption Process Readiness to Try New Products and Personal Readiness to Try New Products and Personal
Characteristics of the InnovationCharacteristics of the Innovation Relative advantageRelative advantage CompatibilityCompatibility ComplexityComplexity DivisibilityDivisibility CommunicabilityCommunicability
Organizations’ Readiness to Adopt Organizations’ Readiness to Adopt InnovationsInnovations