...Extension Program in Pampanga Clarkfield, Pampanga Reaction Paper 2: DESIGN- ORIENTED NEW PRODUCT DEVELOPMENT: LG Illustrates What It Takes To Be Successful (In partial fulfillment of the requirements in BM186: Operations Management) Submitted by: Calagui, Kristal Jarin, Haydee Maliwat, Ana Serrano, Czarina Siron, Kyla Submitted to: Prof. Ianne Calica Introduction There is widespread recognition that as competition intensifies and technological differentiation becomes more difficult, design offers a potent way to position and differentiate products. In the article “Design- Oriented New Product Development: LG Illustrates What It Takes To Be Successful” the authors suggest that the two approaches in reflecting a customer’s point of view in new product development (NPD) are customer-following approach and customer-leading approach. The former utilizes expressed consumer needs and the latter focuses on consumers’ latent needs. The article identified design as an important role in new product development process, especially in the case of user-driven products such as mobile phones. Thus, the number of customer-leading approaches is increasing rapidly through design-oriented NPD. An example of this is LGE’s Chocolate phone that has been a success since it was launched in 2005. The theme of the article revolves around identifying the dynamic evolutionary process and key success factors of design oriented NPD for the case of LG Electronics’ Chocolate Phone. The research...
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...Marketing Design and Innovation: Smart TV's Name: O. Holder Course: MBA Tutor: Date: Acknowledgement I would like to acknowledge my professor who has been with me in every step during this course, and guidance he has given me when writing this dissertation. Without you, this document would not have been a reality. I would also like to acknowledge my colleagues, friends and family members who played different roles in making it easy for me to write this dissertation. Executive Summary Marketing design and innovation has gained massive relevance in the electronic industry where competition has reached the cut-throat levels. The Smart TV industry is one of the most affected industries where firms are fighting to retain their competitiveness. Samsung Smart TV is one of the products that have found themselves in this competitive environment. The marketing team of Samsung has been coordinating closely with the production unit to ensure that the design, colour, shape, and functionality of the product meet the needs of the market. The marketing approach taken by the firm must be innovative enough to appeal to the emotions of the customers in order to influence the buying decision. Strong brands are very helpful in such competitive environments. Table of Contents Acknowledgement 2 Executive Summary 3 Introduction 5 Critique of Television Sets Features, Benefits and Values...
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...Innovation, Creativity and Design Goals and objectives are important to a successful strategy of any business. Innovation, creativity, and design are tools that enable us to build an idea or product able to generate income for an organization. Understanding which attribute is most important is difficult without first defining each one to realize how they interact with one another. Definitions “Creativity is the act of generating an idea and is done by an individual, not a team,” (Von Stamm, 2008). In addition to this understanding, Von Stamm further states, “Creativity alone, to come up with ideas, is not enough. In order to reap the benefits, one needs to do something with it” (p. 3). Innovation is left described as creativity plus the successful execution in the marketplace of the idea. Govindarajan (2010) takes that definition even further by stating, “Innovation is creativity multiplied by execution. Multiplication is used rather than sum because, if either creativity or execution has a score of zero, then the capacity for innovation is zero” (para. 2). When defining innovation, one could use Von Stamm’s description or Govidarajan’s account; either way creativity clearly comes first. It is becoming clear, however, that creativity is useless without the innovation to bring the idea to life. The third attribute is design, which simply put, is the process used to execute the original idea. This basic level of understanding of the three attributes is important to the success...
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...Professor – Interdisciplinary Design Programme and Industrial Management Engineering Indian Institute of Technology, Kanpur 208016, India Email: jayanta@iitk.ac.in jayanta.chatterjee@gmail.com Phone: 91-512-2597858, 91-512-2597376 (O) Mobile: +91-9648117755 Jayanta Chatterjee “To learn, research, teach and consult in my competence areas, to evolve as a person and share my ken to make a difference through creative Innovation” Core Competence • • Research Interest • • Innovation in socio-technical systems Cause Related Marketing. Media & Communication. Global Sales & Marketing Product and Brand Management. New Business Development. • • Dr. Jayanta Chatterjee has 42 years of teaching/research and professional experience in management at different industries and in different countries. Strategic Design of ProductService Systems • • Digital ecosystem & autopoeisis Jayanta started his career in 1972 at Siemens in Sales and Project Engineering and developed expertise in new product management. He then pioneered the introduction of advanced electronic control systems to Indian Industries at Allen-Bradley Ltd, where he rose to the position of CEO in 1990. But true to his passion he was also teaching as a visiting faculty at IIT Kanpur and at IIT Delhi during this period. Later, he co-funded Strategy Innovation Inc and became the Chief Knowledge Officer of vtPlex. In 2001 he divested out of that enterprise and joined the academia full time at Industrial & Management Engineering...
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...based innovation: How to integrate members of virtual communities into new product development Johann Fuller · Michael Bartl · Holger Ernst · ¨ Hans Muhlbacher ¨ C Springer Science + Business Media, LLC 2006 Abstract Online consumer groups represent a large pool of product know-how. Hence, they seem to be a promising source of innovation. At present, except for open source software, little is known about how to utilize this know-how for new product development. In this article we explore if and how members of virtual communities can be integrated into new product development. We explain how to identify and access online communities and how to interact with its members in order to get valuable input for new product development. This approach we term “Community Based Innovation.” The Audi case illustrates the applicability of the method and underscores the innovative capability of consumers encountered in virtual communities. Keywords Online communities . User innovations . New product development . Virtual customer integration Customers’ wants and their acquired knowledge through the actual use of products make them an essential external resource for new product development (NPD) [12, 13, 37, 47, 65, 57, 71]. Some customers are not only knowledgeable but also able to develop their own new products [22, 50, 58, 67, 69]. Such innovative customers can be found in online communities J. F¨ ller u University of Innsbruck, Department of Value-Process Management, Marketing Group...
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...Leaders of the pack Kate Lyons INNOVATION in the design and functionality of fast moving consumer goods (FMCGs) consolidation of brands for local and global markets, and a steady rise in the profile of packaging/design as a marketing tool are the key trends shaping the packaging industry in Australia. Many of the individual product innovations are focused on convenience--for example, smaller packs and resealable products. In short, anything which assists the consumption and repurchase by busy, time-poor consumers. However, some design specialists warn that while innovation is a buzzword for both packagers and marketers, and that most marketers give lip service to packaging as a vital marketing tool, it is only those who pay attention to the crucial relationship between branding and design who can truly be called innovative. Brand vs bland Managing director of Melbourne's Blue Marlin Design, Simon Jones, says while marketers or design specialists talk constantly of innovation, the industry continues to follow fundamental trends. "The focus for a long time has been convenience--shorthand for a raft of values," he says. "People, in the words of the Coke marketing ethos, want products 'in arms' reach of desire'--easily available, easy to use, easy to prepare, easy to consume. That is our focus, among other elements, which are all centred on brand." Packaging design should be driven by brand, Jones says, and brand is one thing that has not changed. The trend...
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...UNDERSTANDING CUSTOMER NEEDS Barry L. Bayus Kenan-Flagler Business School University of North Carolina Chapel Hill, NC 27599 (919)962-3210 cherryflavorine@gmail.com January 2005 Revised November 2007 prepared for Shane, S. (ed.), Blackwell Handbook of Technology and Innovation Management, Cambridge, MA: Blackwell Publishers The comments of the following people on an earlier draft are greatly appreciated: Sridhar Balasubramanian, Dick Blackburn, Paul Bloom, Ed Cornet, Ely Dahan, Abbie Griffin, Steve Hoeffler, Erin MacDonald, Jackki Mohr, Bill Moore, Vithala Rao, Allan Shocker, and Gal Zauberman. Introduction Touted as the “most significant category innovation since toilet paper first appeared in roll form in 1890,” dispersible (flushable) moist toilet tissue on a roll was introduced in the United States by Kimberly Clark in 2001. According to a corporate press release, Cottonelle Fresh Rollwipes was a breakthrough product that “delivers the cleaning and freshening of pre-moistened wipes with the convenience and disposability of toilet paper.” Internal market research seemed to indicate that there was a clear customer need for a new product to supplement dry toilet paper. Surveys and focus groups revealed that over 60% of adult consumers had experimented with a moist cleaning method (e.g., using baby wipes, wetting a washcloth, sprinkling water on dry toilet paper) and one out of four used a moist cleaning method...
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...- The Indian Model of Frugal Innovation By Dr. Ajith P Abstract This paper defines frugal innovation also called as Jugaad in Indian context. The concept of jugaad innovation is introduced and explained. The uniqueness of jugaad model compared to innovation model followed by developed nations is compared and contrasted. The paper further explores the relationship between frugal engineering, design principles, design thinking, co-creation and jugaad. The benefits and implications of jugaad model of innovation for emerging nations as well as developed countries are also discussed. The paper provides better understanding of what jugaad innovation model is and how to accelerate jugaad innovations by firms in emerging markets. Jugaad can provide value for money as well as value for many. Learning to do more with less for more people should be the jugaad innovator’s dream. Key words: Jugaad, Innovation, India, Frugal Innovation, Affordability, MLM, Sustainable Solutions Introduction “Earth provides enough to satisfy every man’s need, but not every man’s greed.” - Mahatma Gandhi Peter Drucker made a very profound observation long back. According to him, as the purpose of business is to create a customer, the business enterprise has two and only two basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs (Trout, 2006; Kotler, 2009). Strategic innovation, which is a must for all marketing firms in today’s market place...
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...One The product selected for this project is I phone. Apple has been going through innovations since beginning. A series of innovative products had been introduced by apple that changed the industry trends such as I phones and I pads. They combine the innovation, design and marketing to gain the competitive edge over the competitors. This company is continuously innovating but there is strong competition in the market. Therefore, taking into account the task one will be accomplished. The first task of the assignment is very critical and requires full understanding ad theory application of the learnt material in the course of marketing design and innovation. The first task of the assignment is divided into three sub-tasks. The first task related to the benefits and value which are sought by the consumers utilising the services and products. The values have been very extensively researched out and there are different types of values as according to Anderson et al 2006. In this section, I intend to add the value types and how these values delivers benefits, what specific value and benefit is delivered and what the consumer wants will be reviewed in relations to Apple i-phone. Innovation an important value (Von, 2003) will be discussed in relation to the case. The second sub-section of the assignment required from students to write about the uniqueness of its design elements – shape, colour, design, imagination, relevance and Usefulness (Jordan, 2000). In this section, the use of...
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...REFLECTIVE ESSAY FOR MARKETING, INNOVATION AND DESIGN Reflective writing is an intricate process of inscription, what one learned from a particular area and how it would be useful in the future. In my reflection I would construct an assertive image of what exactly happened during the marketing module. Looking at the outcome of my reasons to pursue my MBA, my strengths, and the areas I want to improve on. The marketing, development and Innovations module has the learning and developing goals for me as I see a clear need to reintegrate into the learning environment, since I do not have a first degree, I was exempted because of my eight years of management experience. Being part of a working world and doing a MBA means that I would be faced with many challenges, personally, professionally and educationally. However, I embraced the challenge even at times it was difficult to juggle my commitments. Initially my thoughts were that marketing module was simply about sales, however, it was mainly about Innovation and design. From the first lecture, the main thing that attracted me towards marketing was the efficient teaching style of the Lecturer, practically the way of explanation, teaching methods and the learning tools that the lecturer used which were mainly power point slides, which was then emailed to the class. The Lecturer motivated and encouraged me, this factor has positively contributed to the amount of interest I formed towards the subject. The marketing module has enabled...
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...planned innovation and new product development to manage its technology life cycle, i.e., product life cycle The ways in which BMW has planned innovation, and new product development, to manage their technology life cycle and product life cycle, has been accomplished through consistent innovation. In consideration of the life cycle of BMW, there are many factors taken into account when developing a marketing strategy. Life Cycle Value Assessment (LCVA), or life cycle analysis, is a tool used to determine environmental, economic, and other various determining factors which can influence the entire life cycle of a given product. It also serves to influence important business decisions. The continued growth and success of BMW can be defined by the way in which they focus on culture as a company. According to the article, Innovation: A Strategic HR Imperative, “For example, BMW’s continued success is its strategic focus on developing customer-friendly innovations, coupled with an approach to innovation management that is unique within the automotive industry” (Stanleigh, 2012). BMW sets themselves apart because they prescribe to the philosophy of a company knowing what it stands for, and capitalizing on its strengths; by doing so it can more easily develop and implement a clear strategy. While some companies put their primary focus on manufacturing, BMW also incorporates innovation throughout every department within the organization, including sales and marketing, human resources...
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...Marketing and Innovation, the same fate. Sandor Luis Miranda. Student Number: 20145716003 ABSTRAC In this paper a literature review on the development of the innovation process in the course of the years and the importance of SMEs for the same is made. Turn reference to the relevance of the innovation process presented in the marketing strategy of companies to succeed in an increasingly dynamic, demanding and competitive market is. The article also different classifications of innovation are explained according to their degree of implementation, degree origin effect of innovation and its origin, as well as generations or models that have characterized the process of innovation over time. Key words: Innovation, Marketing, Management INTRODUCTION. In an era of globalization and high competitiveness of products, as it is in the changing world of marketing you need to be alert to the demands and expectations of the market, it is vitally important innovation factor. Competitiveness and the need to innovate to continue and grow in the current and future market are concepts used daily in many institutions. The marketing of innovation is a novel approach to technology management to solve the problem of linking research, technological development and the world of new business efficiently. Innovation and marketing are, in competitive markets today, two fundamental tools for business differentiation. Two tools capable of supporting a company as a market leader. The...
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...Innovation: Product innovation is the creation and subsequent introduction of a good or service that is either new, or improved on previous goods or services. Product innovation is defined as: the development of new products, changes in design of established products, or use of new materials or components in the manufacture of established products[1] Thus product innovation can be divided into two categories of innovation: development of new products, and improvement of existing products. Systemmatic Innovation of Products includes: * Technology strategy * Design thinking skills * Customer needs analysis * Systematic creativity methods * Market and pricing strategy * Design for environmental sustainability * Design of services * Capturing value from innovation * Development process design * Product and service leadership * R&D organization and teams * Managing complex technical projects * The future of design process and culture The development and market introduction of a new, redesigned or substantially improved good or service. might include a new product's invention; technical specification and quality improvements made to a product; or the inclusion of newcomponents, materials or desirable functions into an existing product. Meaning of New Product Development: Product development is a broad field of endeavor dealing with the design, creation, and marketing of new products. Sometimes referred to as new product...
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...Innovation Strategy of Retailer: From the View of Global Value Chains Yongquan Hu, Huifang Jiang Abstract-Retailing running to high-value-added-end is a more visible trend, which attracts lots of attention from researchers or practitioners. This paper tries to explain this with the theory of Global Value Chains(GVCs). After literature review on GVCs and innovation strategy, this paper analyzes the global value chains of 7-11, IKEA, Wal-Mart and PPR separately. Then some com parisons is done to analyze the respective characteristics of the global value chain model of the four from ten angles, so as to build retailer's innovation strategy on GVCs. As a result, some advices are given to Chinese retailers for their developing. their competitiveness on value chains and develop so quickly? Since coming down to the status of retailing on global value system, the researches for such questions, as above, tum out to be meaningful both in theory and practice. So, applying the dynamic theory of global value chains, this paper analyzes four global value chains driven by four multinational retailers, in order to explain the phenomena of retailing running to high-value-added-end, and provide retailers with a global perspective, Multi-Dimensional model for innovating and competing. Index Terms-retailer, global value chains, business strategy, innovation, innovation strategy I. INTRODUCTION As a presentation of the terminal industry, there's a more visible ...
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...missing link in service design research? Susan Meyer Goldstein a,∗ , Robert Johnston b , JoAnn Duffy c , Jay Rao d a c Department of Operations and Management Science, University of Minnesota, 321 19th Avenue S, Minneapolis, MN 55455, USA b Warwick Business School, University of Warwick, Coventry CV4 7AL, UK Gibson D. Lewis Center for Business and Economic Development, Sam Houston State University, Huntsville, TX 77341-2056, USA d Management Division, Babson College, Babson Park, MA 02457, USA Abstract The service concept plays a key role in service design and development. But while the term is used frequently in the service design and new service development literature, surprisingly little has been written about the service concept itself and its important role in service design and development. The service concept defines the how and the what of service design, and helps mediate between customer needs and an organization’s strategic intent. We define the service concept and describe how it can be used to enhance a variety of service design processes. As illustrations here, we apply the service concept to service design planning and service recovery design processes. Employing the service concept as an important driver of service design decisions raises a number of interesting questions for research which are discussed here. © 2002 Elsevier Science B.V. All rights reserved. Keywords: Service concept; Service design planning; Service recovery design 1. Introduction A service...
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