Integrated Product Development

Improving Market PositionThomas J. Howardhttps://sites.google.com/site/thomasjameshowardhomepage/thow@mek.dtu.dk

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“Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark”

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Customer relationship modelling

MarketProduct

ProductionBusiness

Designing the Market and Product

simultaneously

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Case study

The initial project brief:

“To design quick release security screws for small paintings.”

Clive Stevens (Managing Director) of Euronova.

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Defining a market

• In the UK last year there were 42 thefts from Museums and Galleries from about 2,700 organisations.

• In probability terms this works out at a 1:60 chance of a theft from a single organisation per year.

• The pattern of crime has migrated from night-time and fraud, to snatches during open hours. 64% of thefts were from displays during the day.

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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ANTI-CUSTOMERArt Thief

Whose market?

FOUNDATION LEVELConsultant

PRIMARY CUSTOMEREuronova

SECONDARY CUSTOMER

Art Galleries

TERTIARY CUSTOMER

Art Observers

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Stakeholders and their relations

User

Coffee supplier

Coffee beans

Wittenborg

Coffee contact

Company/customer

Communication

Money-flow

Products/materials

Service

Key

[design.ing student project, 2004

from McAloone, Bey & Mougaard 11]

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Design Insert

Packaging Firm

Supply chain modelling

Cap Manuf’

Assemble

Filling bottle

Product producer

Capping bottle

Manuf’ insert

Injection Moulding

Consumer

Selling

Retail Outlet

Labelling

Tamper

proofing

Quality

control

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Stakeholders and activities

Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product, service and business development”, ICED11

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Stakeholders and activities

Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product, service and business development”, ICED11

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Ship owner

Stakeholders and activities 2

[Bachelorprojekt, 2006]

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Product and user lifecycles

Tan, A., McAloone, T.C., Andreasen, M., “What happens to integrated product development Models with product/service-system approaches?”, The 6th Integrated Product Development workshop, 2006

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Applying IPD to NPDSketch a product life and activity cycles for sun lotion

Try to suggest a new configuration.

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Applying IPD to NPD

Need Situation:

Purchase of sun lotion is always pre-emptive.

Responsible people get burnt by being caught in ‘surprise sunshine’ (forgetting lotion)

Cream needs to be available to the user when s/he needs it

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Our solution...

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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How do the stakeholders and activities interlink for you business

proposition?

Try to sketch it out and consider opportunities to add value to your

business offering.

Advances in IPDProduct portfolio and business development

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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A business dimension

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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How is Product-Business Integration achieved?

Fitting within a portfolioTechnology Road-mappingProduct platformsMarket segmentation

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Project portfolios

[From Ulrich and Eppinger 5th ed.]

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Technology roadmapping

[From Ulrich and Eppinger 5th ed.]

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Product Platforms

[From Ulrich and Eppinger 5th ed.]

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Market segmentation

[From Ulrich and Eppinger 5th ed.]

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Questions

?

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Final thought

Image from Prof. Winston Knight’s presentation: Life Cycle Design of Products