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Transcript
What is a new product?
Continuous
Innovation
Bioré
Dynamically Continuous
Innovation
Cannon’s Power Shot S45
Requires a television or personal computer and special
software to view pictures
Discontinuous Innovation
Ford’s 1912
Model T
Touring Car
Behavior Change Required
High
Discontinuous
Low
Dynamically
Continuous
Continuous
• Automobile
• Minivan
• Anti-lock
brakes
• Television
• RemoteControlled TV
• HD TV
New product development process
• Idea Generation
New product development process
• Idea Generation
• Screening
• Concept Testing
• Business Analysis
• Marketing Strategy
• Development
Speeding up new-product development
• Phased development: Sequential
• Parallel development: Simultaneous
Black and Decker’s
Quantum Tools
New product development process
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•
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Idea Generation
Screening
Concept Testing
Business Analysis
Marketing Strategy
Development
Test marketing
Advantages of test marketing
• Projections of success
• Buyer behavior
• Scenario testing
Disadvantages of test marketing
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•
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Expensive
Opportunity cost
Results can be misleading
Strategic concerns
Alternatives to test marketing
• Simulation
• Test country product launch
New product development process
•
•
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•
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Idea Generation
Screening
Concept Testing
Business Analysis
Marketing Strategy
Development
Test marketing
Commercialization