Innovation Strategy Management


The Presentation inside:

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Innovation Strategy Management Lecture 11


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Programme Part 1 – The basis of Innovation Part 2 – Innovation and New Product Development Part 3 – Innovation and Technology development Part 4 – Innovation and Intellectual Property Part 5 – EU Green paper of Innovation Part 6 – Innovation policies in different countries


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Part 2 Innovation and New Product Development


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Lecture 11: Managing the new product development team II Organizational structures and the use of teams The marketing R&D interface High attrition rate of new products


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Organizational structures and the use of teams Teams and project management Functional structures Matrix structures Corporate venturing Project management Reducing product development times through computer-aided design (CAD)


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Functional company organization


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Functional company: diversification by product with centralized function


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Matrix structure at ICI


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Matrix structures Provision of additional channels of communication Increase in informal communication channels Increase in information loads Increase in diversity for individuals


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The marketing/R&D interface The main barriers to an effective R&D/marketing interface have been found to be related to perceptual, cultural, organizational and language factors (Wang, 1997).


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High attrition rate of new products Product failures Reasons


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As new product projects evolve and progress through each stage of development, many will be rightly cancelled or stopped for a wide variety of reasons. The failure of a product idea to be developed into a product is not necessarily a bad thing. It may save the company enormous sums of money.


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Product failures


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Reasons for new product failure


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Reasons for new product failure


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Functional approach to cross-functional back to functional


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