New Product Development Process Case Study for a Global Organization -B Monitor Product Development as an Example

• Main Authors: Hui-Wen Hsiao, 蕭惠文
• Other Authors: Cheng-Wen Lee
• Format: Others
• Language: en_US
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/t2k3uk

碩士 === 中原大學 === 國際貿易研究所 === 92 === Porter(1990) points that innovation grows out of pressure and challenge, and the key issue of success is decided by group cooperation and competition in the knowledge-based economics. Base on the technology integration view, Ayers et al. (1997) find that the success of a new product increases with the intensity of communication between <a href="http://www.ntsearch.com/search.php?q=marketing&v=56">marketing</a> and R&D. Success in new product development (NPD), both in terms of market share and cycle <a href="http://www.ntsearch.com/search.php?q=time&v=56">time</a>, has become a key indicator of organizational success (Wheelwright and Clark, 1995). Porter and Kleinschmidt(1986) suggest a set of 13 activities which is for a new product process of the company per their critically view at the new product development process. And these 13 NPD stages are also used by Rochford and Rudelius’s study(1997), they develop a model to compare new product success between new-to-the-world products and product modifications using perceptions of R&D, <a href="http://www.ntsearch.com/search.php?q=marketing&v=56">marketing</a>, and manufacturing managers along with top <a href="http://www.ntsearch.com/search.php?q=management&v=56">management</a> about the importance and actual use of the NPD stage. Dooley and Johnson(2001) find that NPD change effort can be characterized by continuous quality improvement. And Griffin (1997) also find the lead user’s importance for new product. Hippel(1988) said, “Innovation by users tends to be concentrated among lead users of those products and processes.” B Company uses the Product Creation Process as the guide line for new product creation. And in the internal B Company, product creation process is also called <a href="http://www.ntsearch.com/search.php?q=Business&v=56">Business</a> Creation Process(BCP) B Company also uses the BCP as the benchmark to <a href="http://www.ntsearch.com/search.php?q=design&v=56">design</a> and develop their new product. And the internal audit will be held biyearly in order to keep every sites of B Company is following and keep in line with the B Company standard product creation process. Refer to this B Company product creation process chart, their product creation process is build up by the following 13 elements: (1)Know-how planning (2)Programming (3)Technology know-how planning (4)Architecture and standard <a href="http://www.ntsearch.com/search.php?q=design&v=56">design</a> (5)Product realization (6)Industrialization (7)Market introduction (8)Project <a href="http://www.ntsearch.com/search.php?q=management&v=56">management</a> (9)Management review (10)Methods and <a href="http://www.ntsearch.com/search.php?q=tools&v=56">tools</a> (11)Human resources (12)Supplier integration (13)Improvement This study try to compare and identify the difference future theories and the actual case and the result is that there are actually many new product necessary element and activities are duplicated. Only some of these using elements for the real case weren’t discussed in those published papers. But from this case study, every element for new product development process of a organization are really necessary, so these elements should be added up to the general element for new product development.