Bài giảng "Quản trị sản phẩm mới - Chapter 1: Overview" has contents: The importance of new products, what is a new product, the strategic elements of product development, the basic new products process. nội dung chi tiết. | 12/12/2017 NEW PRODUCTS MANAGEMENT Merle Crawford Anthony Di Benedetto 11th Edition Irwin/McGraw-Hill, © 2014 Chapter 01 THE STRATEGIC ELEMENTS OF PRODUCT DEVELOPMENT DINH Tien Minh, School of International Business - Marketing info@ INNOVATION? (Watch a video) 1 12/12/2017 CHAPTER 01 OVERVIEW The Importance of New Products What Is a New Product? The Strategic Elements of Product Development The Basic New Products Process WHY STUDY NEW PRODUCTS? It is big business – billions of dollars annually on technical development alone. The challenge of creating radical innovation (totally new product categories) “the most important busi ness issue of our time.” (Gary Hamel – a business consultant) Innovation: the top business challenges. (Industrial Research Institute) BEST PRACTICES IN NEW PRODUCTS For every 100 ideas, – Fewer than 70 make it through initial screening – Fewer than 50 pass concept evaluation and testing – A little more than 30 make it through development – About 30 make it through testing – About 25 are commercialized – 15 of these 25 (about 60%) are successful. – Success rate is lower in consumer goods (51%) and as high as 65% in healthcare. Source: Comparative Performance Assessment Study, PDMA, 2003. 2 12/12/2017 THE IMPORTANCE OF NEW PRODUCTS The Best New Product Firms Achieve Superior Results The Best (top 25% of firms) The Rest (bottom 75% of firms) Percent Successes Percent of Sales from New Products Percent of Profits from New Products Number of Ideas Per Successful New Product Source: Adapted from Stephen K. Markham and Hyunjung Lee, “Product Development and Ma nagement Association’s 2012 Comparative Performance Assessment Study,” Journal of Produ ct Innovation Management, 30(3), 2013, pp. 408-429. WHAT IS A NEW PRODUCT? • New-to-the-world (really-new) products. 1 • Inventions that create a whole new market. • New-to-the-firm
