QFD aims to translate customer requirements into real products & services:•identify & group customer requirements;•rank or weight according to importance;•translate into measurable characteristics;•establish correlations between requirements & technical response;•benchmark against competitor offerings.What are Factors affecting new product success? •Significant product advantage•Unique benefit for customers•Relative perceived quality•Relative perceived superiority•Reduced life-cycle cost to customer•Solution to customers problem•Clear definition of target market•Basis of segmentation•Customer needs - essential features vs. preferences•Product attributes - basic vs. augmented•Product concept - benefits, positioning & competing products•Market potential & attractiveness•Proficiency of pre-development •Initial screening - product fit & project scope
•Preliminary technical assessment- will it work?•Preliminary market assessment - will it sell?•Financial analysis - sensitivity=========CHAP 12 What are the trade-offs in choosing a team’s size and level of diversity?SIZE: •Bigger is not always better; large teams create more administrative costs and communication problems•Large teams have higher potential for social loafing.•When an individual in a team does not exert the expected amount of effort and relies instead on the work of other team members.DIVERSITY •Provides broader base of contacts within and beyond firm.•Ensures multiple perspectives are considered.•However, diversity can also raise coordination costs.•Individuals prefer to interact with those they perceive as similar (“homophily”)•May be more difficult to reach shared understanding.•May be lower group cohesion.•Extended contact can overcome some of these challenges.How can managers ensure that a team reaps the advantages of diversity while not being thwarted by some of the challenges team diversity raises?What are some advantages and disadvantages of collocation? For what types of projects are virtual teams inappropriate?Virtual teams pose a distinct set of management challenges, however. As describedearlier in the chapter, much of the work on the structure of new product developmentteams has emphasized the importance of collocation. Collocation facilitates communication and collaboration by giving team members opportunities for rich faceto-face communication and informal interaction.36 Proximity and frequent interactionhelp teams to develop shared norms and a dialect for communicating about theproject. Virtual teams, by contrast, must often rely on communication channels thatare
much less rich than face-to-face contact and face significant hurdles in establishing norms and dialects and may suffer from greater conflict. They may also havetrouble negotiating multiple time zones, which can lead to frustration.
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- Fall '15