The PDMA ToolBook 3 for New Product Development

531 Pages·2007·8.58 MB·English

by  Abbie Griffin, Stephen Somermeyer

The PDMA ToolBook 3 for
New Product Development
The PDMA ToolBook 3 for New Product Development, Edited by Abbie Griffin and Stephen Somermeyer
Copyright © 2007 John Wiley & Sons, Inc.
The PDMA
ToolBook 3 for
New Product
Development
Edited by
Abbie Griffin
UniversityofUtah
Stephen Somermeyer
Somermeyer &Associates
John Wiley & Sons, Inc.
Thisbookisprintedonacid-freepaper.
Copyright2007byJohnWiley&Sons,Inc.Allrightsreserved.
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LibraryofCongressCataloging-in-PublicationData:
ThePDMAtoolbook3fornewproductdevelopment/editedbyAbbieGriffin,
StephenM.Somermeyer.
p.cm.
Includesindex.
ISBN-13:978-0-470-08923-1(cloth)
1.Newproducts—Management2.ProductmanagementI.Griffin,Abbie.II.
Somermeyer,StephenM.
HF5415.153.P35492007
658.5(cid:1)75–dc22
2007010261
PrintedintheUnitedStatesofAmerica.
10987654321
This book is dedicated to Paul Belliveau: friend, colleague and
former ToolBook co-editor. We hope you will come back on
board in the future.
Contents
Contributors xi
Introduction xxi
Part 1
Tools for Engineering and Design 1
1
TRIZ: The Theory of Inventive Problem Solving 3
GunterR.Ladewig
2
Quality Function Deployment and the House of Quality 41
GerryKatz
Part 2
Tools To Improve Customer And Market Inputs To NPD 71
3
Applying Trade-off Analysis to Get the Most from
Customer Needs 75
NelsonWhipple,ThomasAdler,andStephanMcCurdy
4
The Slingshot: A Group Process for Generating
Breakthrough Ideas 107
AnneOrbanandChristopherW.Miller
vii
viii Contents
5
Integrating User Observations with Business Objectives
to Drive Product Design 141
LarryMarineandChadA.McAllister
6
Market and Technology Attack Teams: Tools
and Techniques for Developing the Next Breakthrough
Platform Product 173
PeterA.Koen,ThomasC.Holcombe,andChristineA.Gehres
7
Segmenting Your Market so You Can Successfully
Position Your New Product 205
BrianD.Ottum
8
Giving Your Product the Right Name 229
LelandD.ShaefferandJamesS.Twerdahl
9
Using Assumptions-Based Models to Forecast
New Product Introduction 257
KennethB.Kahn
Part 3
Strategic Tools For Improving NPD Performance
Across the Firm 273
10
Intellectual Property and NPD 275
SharadRastogi,AritomoShinozaki,andMatthewKaness
Contents ix
11
Mad Scientists or Brilliant Inventors? How to Keep
Your Staff Running Like a Well-Oiled Invention
Machine 315
DouglasNeffandKimberlyHouchens
Part 4
Strategic Tools For Improving NPD Project Performance 337
12
Formulating A Strategy for Codevelopment 341
KevinSchwartzandJenniferAbell
13
Team Launch System (TLS): How to Consistently Build
High-Performance Product Development Teams 361
DouglasA.Peters
14
Using a Rolling Wave for Fast and Flexible
Development 397
GregoryD.Githens
15
Gaining Competitive Advantage by Leveraging Lessons
Learned 417
KenBruss
16
Metrics that Matter to New Product Development 435
WayneMackey
x Contents
Appendices
I
The PDMA´s Body of Knowledge 455
GerryKatz
II
The PDMA Glossary for New Product Development 465
Index 509
Contributors
EDITORS:
AbbieGriffin
Abbie Griffin holds the Royal L. Garff Presidential Chair in Marketing at the
DavidEcclesSchoolofBusinessattheUniversityofUtah.Sheisamemberof
theBoardofDirectorsofNavistarInternational,aFortune500manufacturer
of diesel engines and trucks, and was the editor of the Journal of Product
InnovationManagement,theleadingacademicjournalintheareasofproduct
andtechnologydevelopment,from1998–2003.
Stephen Somermeyer
Stephen Somermeyer is Principal of Somermeyer & Associates, Assistant
Wine-Maker at Chateau Thomas Winery in Indiana, and Head of Safety
for the garages and pits at the Indianapolis Motor Speedway. He recently
helped start-up YourEncore, a temporary resource agency utilitizing retired,
technical talent. He spent over 30 years in the pharmaceutical industry at Eli
Lilly and Company where he focused on large-scale change projects in R&D.
He co-founded an industry R&D benchmarking group and spent significant
time identifying best-practices at leading companies and then implementing
them at Lilly. He led or was a member of teams that implemented structures
and processes such as portfolio management, heavyweight teams and TQM.
He consults in the pharma industry and frequently delivers presentations on
best practices in benchmarking, metrics, organizational structures and NPD
strategy.
Steve is active in the Product Development & Management Association
(PDMA)havingservedasBoardmemberandonnumerouscommittees.Heis
Co-editor of The PDMA ToolBooks 1 and 2 for New Product Development
(Wiley)andTechnicalEditorforProductDevelopmentforDummies(Wiley).
He has a degree in chemical engineering and a MBA and can be reached at
[email protected].
CHAPTER AUTHORS
GunterR. Ladewig(Chapter1)
Gunter R. Ladewig is president of PRIMA Performance Ltd., a consulting
company that specializes in product and process renaissance using TRIZ,
Six Sigma, and Lean manufacturing techniques. PRIMA provides fast-track
xi