42629 lecture 3 pt1
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Transcript of 42629 lecture 3 pt1
Integrated Product DevelopmentSequential vs Integrated DevelopmentThomas J. Howardhttps://sites.google.com/site/thomasjameshowardhomepage/[email protected]
Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement:
“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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Happy Valentines Day!
Online Valentines Card Submission:http://www.invovationandproductdevelopment.com/onlyjoking
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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Outline for this afternoonSection 1:
Sequential vs Integrated Product DevelopmentSection 2:
Model and Case studySection 3:
DfX with DFMA exerciseSection 4:
Customer and Product cycles, Business implications and closing
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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Recommended ReadingSource of inspiration for this lecture:Integrated Product DevelopmentMogens Myrup Andreasen & Lars Hein (2000)
Product Development: Sequential vs IntegratedWorking for each other, not before each other.
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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EXERCISE 1 - ExampleUsing as few of the numbers as possible:
Using these functions: +, -, x, /, (, )
Make or get as close as you can to: __________=____25 ( 7 – 2 ) x 5 25
6 1 7 8 2 5
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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Groups your groups
Receive handouts
Pass around samples
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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EXERCISE 1a Using as few of the numbers as possible:
Using these functions: +, -, x, /, (, )
Make or get as close as you can to: __________=____
Make or get as close as you can to: __________=____
Make or get as close as you can to: __________=____
6 7 4 1 6 4
24
8
12
4
Cross out the numbers used
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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Sequential or “Over the wall” development
Marketing wants:
Stylists want:
Manufacturers want:
4
24
12
6 7 4 1 6 4 8
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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Exercise 1bIntegrated development
Marketing wants: __________ = ____
Stylists want: __________ = ____
Manufacturers want: __________ = ____
4
24
12
6 7 4 1 6 4 8
Using as few numbers as possible, try to meet all targets at the same time (use numbers only once)
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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The role of the product developer
Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg
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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Does this really apply to product development
• Constraints imposed by design decisions cause compromise for other stakeholders• Product development is greatly complex• Nobody knows how a product is developed
Even a simple product like a pencil!
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 cost allocation
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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EXERCISE 2:List the stakeholders involved in your product/service and its development.
Some important stakeholder activities:• Engineering• User / Operators • Shipping / Distribution• Sales / Retailing• Purchasing• Quality control• Assembly• Disposal• Manufacturing• Suppliers
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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The three Key disciplines of Integrated Product Development (IPD)
BusinessMarketProduct
Production’Need’ Situation
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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The three Key disciplines of Integrated Product Development (IPD)
Business
Marketing, Sales, Forecasting, User-studies
Design, Engineering, Aesthetics, Ergonomics
Manufacture, Assembly, Packaging, Transport
’Need’ Situation
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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“Integrated Product Development is:
an idealised model of development where the business case of a
product is built from the perspectives of all stakeholders”
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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Exercise 3aIdentify the PD business scenarios:
Manufacturing Firm
Sales Agency
Development or Design Agency
Purchase of Licence
Subcontract part manufacture
Outsourced Design and 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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Exercise 3aIdentify the PD business scenarios:
Manufacturing Firm
Sales Agency
Development or Design Agency
Purchase of Licence
Subcontract part manufacture Outsourced Design and 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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Business person
Eccentric / artist Inventor
EntrepreneurInnovator
Fabricator/
assembler
Exercise 3bClassify the actors on PD:
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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Exercise 3bClassify the actors on PD:
Business person Eccentric / artist
Inventor (market flop)
Entrepreneur (unscalable) Innovator
Fabricator/assembler
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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2 Products with the same task...
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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EXERCISE 4:Analyse the sample in terms of the key disciplines of IPD
Market
Product
Production
High end, premium, brand differentiation
Functional, mid range
Relatively complex, several parts, cleaner in operation, easier to direct
Simple, easy to use, less clean in operation
Difficult manufacture and assemble
Very simple 1 piece moulding, no assembly except insertion
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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Which product is better?
MarketProduct
ProductionBusiness
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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Extreme cases...
Cheaper, quicker and easier production
Lighter, more sturdy, cheaper, better functioning product
No market differentiation or wow factor
Where does the value lie?
$$$$ $
$
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
?