By Christoph Kausch
Customer integration within the early innovation section has been thought of the tactic of selection in idea and perform. growing to be event with the concept that has proven unforeseen unintended effects that could even outweigh its famous benefits. as a result, administration should be capable of examine prematurely no matter if the involvement of consumers will upload total price to every specific innovation undertaking. To help yet to not change the ultimate managerial choice, a mathematical formulation is built. it may be utilized to every kind of strategy constructions, takes under consideration the hazards and merits contingent on a company's scenario in addition to risk-reducing and benefit-increasing measures and interprets them into numerical values. The ensuing determine exhibits the possible price of shopper integration in a particular undertaking.
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Extra resources for A Risk-Benefit Perspective on Early Customer Integration
The streams join up in Phase Zero that analyzes customer needs, competitors, and market segmentation. By means of feasibility studies and project planning, a go/no go decision is made, opening or closing the way to the project’s technical execution. 22 2 Literature review of key issues Pre-Phase Zero (ongoing) Front End Preliminary Opportunity Identification: Idea Generation, Market & Technology Analysis NPD Execution Continue / NoGo Decision Specification & Design Phase Zero: Product Concept Phase One: Feasibility and Project Planning Prototype Test & Validate Volume Manufacturing Market Launch Product & Portfolio Strategy ONGOING Product & Portfolio Strategy Formulation and Feedback Fig.
The main idea – and the reason why the picture of a funnel was chosen – is that at the outset of the innovation process a wide opening for all kinds of challenges and opportunities has to be provided, whereas the necessary concentration on just a few concepts asks for an elimination process by which only the most promising ideas pass through the narrow final opening prior to serial production. In the first phase, which comprises idea generation and concept development, all persons involved are encouraged to come up with more and better ideas (Kobe 2001: 59).
Prototype Testing, constituting the last sub-phase, has been included in this model for the sake of its vast possibilities of customer integration. 24 2 Literature review of key issues Phase I Opportunity Identification & Analysis Idea & Knowledge Creation Phase II Customer Knowledge Prototype Testing New Product Development Phase III Commercialization Idea & Functionality Selection Concept Definition Fuzzy Front End Fig. 5. 1. 3 Customer integration To achieve a comprehensive view of customer integration, this term has to be broken down into its components because different customers require different integration measures and vice versa.