运营管理基础 4E-戴维斯英文IMChap003.docx

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1、CHAPTER 3NEW PRODUCT AND SERVICES DEVELOPMENT, AND PROCESS SELECTIONChapter OverviewThis chapter looks at the issues related to new product and service development and the selection of the processes to deliver them. New products and services are being emphasized today because of increased competitio

2、n and advances in technology. Organizations are constantly looking to reduce the time from idea generation to the market and to improve the ability of the design to meet the customers* requirements for new products. This is being accomplished in several ways including concurrent engineering, quality

3、 function deployment, and design for manufacturability. The new service development process varies slightly from products in that in many cases you design the service and the service delivery process simultaneously. Also customer contact plays a very substantial role in the design of the service pro

4、cess.Major Points of ChapterEmphasis is being placed on new goods and services because of increased competition and advances in technology.1. The ability to introduce new products faster than competitors can lead to greater market share, price premiums, quick response to competition, and setting ind

5、ustry standards.2. Categories of new products include incremental or derivative products, next generation or platform products, breakthrough or radical products.3. Concurrent engineering is being used to shorten the new product development process. It involves a coordinated effort of all functional

6、area.4. Type of manufacturing processes range from project to intermittent to line flow.5. New service offerings include window dressing, breadth of offerings, revolutionary, and channel development.6. The service-system design matrix is a framework for relating sales opportunities with ways a servi

7、ce can interact with a customer.7. Service processes include the production line approach, the customer involvement approach, and the personal attention approach.14Case: Kinkos Copier StoresYes. The technology is the same for all shops and the types of jobs performed by the customers. Differences in

8、 culture exist in different areas causing a need to handle the behavioral problems differently.1. At Kinkos this functional layout is useful in that it allows customers to perform different jobs simultaneously.2. First, there is the problem of capacity (e.g., how much is allotted to what?). This mak

9、es layout decisions more challenging as there is a need for different machinery for each task. This provides a need for front room and back room operations (even though at Kinkos the back room is clearly visible to the customer). The problem is not unlike a manufacturer with high volume and low volu

10、me production lines in the same facility. Pricing is different for each type of service.3. As anyone in academia knows, it is getting more difficult to procure the needed copyright releases in a timely fashion. Professors might procrastinate until the last minute to provide materials to Kinkos makin

11、g it difficult to obtain releases on time. This program creates a capacity problem in that there is a huge demand on resources during the beginning of every semester. However, this service is still available at most Kinkos.Review and Discussion QuestionsWhy is it important for a firm to have an effe

12、ctive new product (or service) development process?Two major causes for the increased emphasis on developing new products are increased competition and advances in technology. Additionally, introduce new products faster than competitors can lead to greater market share, price premiums, quick respons

13、e to competition, and setting industry standards.1. What are the benefits available to the firm that can develop new products faster than its competition?The benefits to developing new products faster than the competition are greater market share, price premiums, quick reaction to competition, and s

14、etting industry standards.2. Describe the three different categories of new products. Discuss how each category differs from the others in terms of resources expended and the impact on the firms manufacturing processes.The three categories of new products are incremental or derivative products, next

15、 generation or platform products, and breakthrough or radical products. Incremental products or derivative products are hybrids of existing products. Such new products require minimal changes in both product design and the manufacturing process. The resource requirements are significantly less than

16、other types of new products.Next generation or platform products represent new system solutions for the customer. They require more resources than incremental new products.Breakthrough or radical products require the most in terms of resources and manufacturing processes. When introduced, this type

17、of product creates an entirely new product category. They require substantial product design and process change.Chapter 3Discuss the four different categories of new services that are categorized by the amount of change in content and delivery method with respect to a firms existing services.The fou

18、r categories of new services are window dressing, breadth of offerings, revolutionary and channel development. Window dressing services define those services that have a small incremental change in terms of content and delivery. These usually have very little impact on the firms service operations a

19、nd can be brought to market rapidly.Breadth of offerings represents a significant design change in terms of content. However, it is delivered to the customer in much the same manner. The key to success is to deliver all of the different types of content to each of the corresponding market segments i

20、n an effective and efficient manner. This is somewhere in the middle in terms of resources.Revolutionary services represent new services that provide both new content and new delivery method. These types of services typically take longer to bring to market, and require more resources than the other

21、categories.Channel development services provide the same content, but deliver them differently, often through a new channel. When developing these new channels, managers need to recognize that process development is critical. Customers expect to receive the same level of service that they received f

22、rom previous channels in the new channel.3. What is the difference between incremental and radical service innovations?Incremental new services include service line extensions, service improvements, and style changes. Service line extensions are viewed as new services that augment current services.

23、Service improvements are new services that change the features relative to existing services. Style changes are viewed as modest forms of visible change with respect to how they impact customer perceptions, emotions, and attitudes.Radical service innovations are new service offering that were not pr

24、eviously available, or new service delivery systems for existing services. The three subcategories for radical service innovation are major innovations, start-up services, and new services for current markets. Major innovations consist of new services that address markets that are not fully defined

25、and are often driven by information and computer-based technologies. Start-up services provide new services to established markets that are already served by existing services. New services for current market are defined as new service offerings that are provided to existing customers of an organiza

26、tion.4. Describe what is meant by the nvoice of the customer.nVoice of the customer refers to customer feedback. It is used in the quality function deployment process to determine product specifications.5. Identify the two methods used by firms to generate new product ideas.Two methods are market pu

27、ll and technology push. Market pull refers to the primary force being the voice of the customer through marketing. Technology push is where the customer may not even be aware of the new product, but the R&D function is pushing the new product through the company to the customer.166. Identify and des

28、cribe the four major phases of the new product development process.The phases are idea generation, concept development, product development, and production design. Idea generation involves developing the idea for the product, which can come from market pull or technology push.Concept development inv

29、olves the initial design along with a detailed analysis of the market and customer requirements.Product development involves translating the needs of the customer into design specifications. Many times quality function deployment is used at this stage to perform this process.Finally, manufacturing m

30、ust translate the product design into a manufacturable product. Design for manufacturability (DFM) is commonly used for this process.7. What is concurrent engineering and why is it critical for a successful new product development effort? Describe the concept of design for manufacturability and indi

31、cate why it is closely connected to concurrent engineering.Concurrent engineering is the simultaneous and coordinated efforts of all functional areas that it accelerates the time to market for new products. Its real advantage is the reduction to time to market that provides for a competitive advanta

32、ge to the firm.Design for manufacturability (DFM) provides guidance as an organization translates the functional product design into a manufacturable product. For example, one aspect of DFM is to reduce the number of parts. One basic rule is Be obvious. Design a product so that a user can look at it

33、, understand it, and figure out how to use itquickly, and without an instruction manual.DFM is part of concurrent engineering. Concurrent engineering takes the product from idea to manufacturable product. Therefore DFM is part of this process.8. Identify and describe the four stages of the new servi

34、ce development (NSD) process.The four stages are design, analysis, development, and full launch. Design consists of the formulation of the objectives and strategies of the new service. The analysis stage considers the financial implications of the new service and examines the supply chain issues rel

35、evant to its delivery. In the development stage, the service design is completed and tested, and a pilot run of the service is conducted. Finally, the full launch stage begins when the service is released to the marketplace.9. What are the three major categories of manufacturing processes, and how d

36、o they differ in terms of operational characteristics?The three major types of processes operate on a continuum from project to intermittent to lineflow. The extremes of the continuum are project and line-flow. Production volumes are higher at the line flow end versus flexibility in product offering

37、s at the project end. Line-flow typically has higher fixed cost, but low variable cost compared to project. Additionally, skill level of workers is generally higher for project processes than for line-flow processes. There has been some discussion that this categorization of processes might be outmo

38、ded with the advent of new processes such as FMS. However, alternative categorizations have not been terribly convincing or widely adopted.Chapter 3Why is it important that managers understand the relationship between the various stages of a products life cycle and the different types of processes t

39、hat are available for manufacturing that product?Changes occurring during the product life cycle have implications for process choice. During the early stages of the product life, a project orientation is utilized to produce prototypes and small numbers of product for testing. As time passes, the pr

40、oduct is accepted by the customer and demand increases. This increasing demand drives the choices in process technologies, as higher volume, standardized production is required. Eventually, when the product becomes a commodity, very efficient mass processes may be required to maintain competitivenes

41、s.10. Identify the high-contact and low-contact operations of the following services:a. A dental office.Dental office high contact includes waiting rooms, receptionists, dentist(s), hygienist(s), x-ray, etc., while labs would be low contact.b. An airline.Airline high contact includes reservations de

42、sk, loading concourse, plane with crew and attendants, etc. Low contact includes maintenance, baggage handling, tower operations, etc.c. An accounting office.In an accounting office, high contact includes reception and CPAs, while low contact includes records, computer, library, etc.d. An automobile

43、 agencyAutomobile agency high contact includes showroom and offices. Low contact includes maintenance, and preparation.11. Where would you place a drive-in church, a campus food vending machine, and a bars automatic mixed drink machine on the service-system design matrix?Referring to the exhibit, th

44、e most logical placement would appear to be on-site technology.1812. a. List specific products that you especially like. What do you like most about them?b. Create a list of products that your dislike or are unhappy with. What dont you like about them?c. Are there common reasons for your lists? For

45、example, is it more important for products that you dont see or see very little to be functional rather than attractive (e.g., the furnace or air conditioning in the house, the transmission or engine in the car)? Is it more important for things to be well designed that other people see and relate to

46、 you such as your car, your clothes, or your apartment based on your answers?The lists and reasons will tend to group by performance, quality, function, beauty, user friendliness, simplicity, reliability, etc. It is interesting to note that the conflict in reasons-even similar productswill be chosen

47、 for very different reasons. Because of this, designers and manufacturers typically have a very difficult time evaluating markets.13. Pick a product and make a list of issues that need to be considered in its design and manufacture. The product can be something such as a stereo, a telephone, a desk,

48、 a kitchen appliance, and so on. Consider the functional and aesthetic aspects of design as well as the important concerns for manufacturing.Answers will vary based upon the product selected and the student. Issues that should be considered in the design and manufacture of a product include design p

49、rocess (traditional vs. concurrent engineering), customer needs and expectations, legal considerations (EPA, OSHA, etc.), service life, reliability, appearance, standardization, any industry standards that should be considered (e.g., television set and the type of signal received from stations), method of shipment, material cost and availability, stage of the product life cycle, design for manufacturability, design for assembly, packaging, envir